Teaching code

4S02443

Academic staff

Paola Castellani, Marta Maria Ugolini

Coordinator

Paola Castellani

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

II semestre (Lingue e letterature straniere) dal Feb 13, 2023 al May 27, 2023.

Lessons timetable Moodle Seminars 0

Learning objectives

The course aims to familiarize students with the role of marketing in the relationship between firm and market, especially from an international perspective. Participants will acquire the principles of strategic and operational marketing as well as the tools to understand customer behavior in domestic and international markets. Through the analysis of case studies, students will also develop the ability to critically evaluate real-life situations.

Prerequisites and basic notions

PROPEDEUTICITY
Students are reminded that the International Marketing Principles exam can only be taken if they have passed the Management Fundamentals exam.

Program

The marketing concept
Strategic marketing
Consumer behaviour
Marketing research
The marketing mix: product, price, place, promotion
REFERENCES
Kerin, Hartley, Rudelius, Pellegrini, Marketing, McGraw-Hill, Milano, 2020, 4° edition.
Attending students:
- Chapters 1, 3, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 19, 20, 22, 23
- notes from lectures
- slides
- seminar lectures by industry experts.
Non attending students:
- Chapters 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 19, 20, 21, 22, 23

Bibliography

Didactic methods

- The teaching activity is divided into lectures and the discussion of business cases through the testimonies of entrepreneurs and managers. -The study material is differentiated for attended students and non-attending students in order to allow all students to fully achieve the educational objectives of the course.

Learning assessment procedures

A written examination with open questions will be carried out to assess:
- knowledge of concepts,
-ability to apply knowledge;
-appropriate use of the technical language.
In addition to the written test, the oral test is compulsory for those who have passed the written test with an evaluation of at least 29/30.
For those who have passed the written test with an evaluation between 18/30 and 28/30, the oral test is optional.

INSERTION IN YOUR STUDY PLAN OF PRINCIPLES OF INTERNATIONAL MARKETING AS AN EXAM OF CHOICE
The possibility of including the free-choice Principles of International Marketing course in the study plan does not depend on the teacher of the course, but must be authorized on the basis of the rules established by the Academic Board.
Given the partial overlap with some topics of the Principles of tourism marketing course, students in class 12 - Curriculum TUR, authorized to include Principles of international marketing in their study plan, will have to take the following non-attending program to the exam:
- Cateora P.R., Graham J.L., International Marketing. Italian companies and world markets (Italian ed. edited by Mattiacci A, Guerini C), Hoepli, Milan, all text except chapters 6-7-8-11.
Students of the TUR Curriculum cannot take the International Marketing Principles exam as attending students.
The exam is oral only.
Students of the TUR Curriculum or of other study courses are invited to report their situation at the time of enrolment, by email to the teacher.

Evaluation criteria

The evaluation criteria are therefore the following: -level of knowledge;
- ability to apply knowledge;
- language skills.

Criteria for the composition of the final grade

The final grade is expressed in 30ths.

Exam language

Italiano