Teaching code

4S02443

Academic staff

Paola Castellani, Francesca Bazzani

Coordinator

Paola Castellani

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

II semestre (Lingue e letterature straniere) dal Feb 19, 2024 al May 25, 2024.

Courses Single

Authorized

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

Students are reminded that the Principles of International Marketing exam can only be taken if the Management Fundamentals exam has been passed

Program

THE MARKETING PROCESS
- The concept of marketing and its meaning in its different evolutionary phases
- Marketing planning
- The marketing environment
- Ethics, social responsibility and marketing
UNDERSTANDING CONSUMERS AND MARKETS AND IDENTIFYING MARKETING OPPORTUNITIES
- Behavior of the consumer
- Industrial markets and corporate purchasing behavior
- The global market
- Marketing research
- Segmentation, target identification and positioning SATISFYING MARKETING OPPORTUNITIES
- The development and launch of new products
- Product management and brands
- Management of the marketing of services
- Determination of price
- The choice and management of marketing channels
- Integrated marketing communications
- Advertising, sales promotion and public relations
- Personal selling and sales management
- Digital marketing
BIBLIOGRAPHY For attending students:
- Kerin, Hartley, Pellegrini, Massara, Corsaro, Marketing, McGraw-Hill, Milan, 2020, 4th edition: Chapters 1, 3, 5, 6, 7, 8, 9, 10, 11, 12 , 13, 14, 15, 19, 20, 22, 23
- Slides of the lessons published on the course's MyUnivr page.
- Lecture notes and testimonies.
For non-attending students:
- Kerin, Hartley, Pellegrini, Massara, Corsaro, Marketing, McGraw-Hill, Milan, 2020, 4th edition: Chapters 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 19, 20, 21, 22, 23
VALIDITY OF THE EXAM PROGRAM
The exam program for attending students is valid for the current academic year (until the January session -February 2025). From the June 2025 session, students will have to refer to the program for the 2024-2025 academic year.

Bibliography

Didactic methods

- The teaching activity is divided into frontal lessons and the discussion of business cases through the testimonies of entrepreneurs and managers.
- The study material is differentiated for attending students and non-attending students in order to allow all students to fully achieve the educational objectives of the course.
Teaching support methods:
The supplementary and support teaching materials will be uploaded to the teaching Moodle platform. Male and female students are however invited to contact the teacher via email or during office hours.
Students who find themselves in the position of having to make up for missed lessons must contact the teacher.

Learning assessment procedures

The exam consists of a written test with open questions aimed at ascertaining knowledge of the concepts, mastery of the vocabulary and ability to apply it to real contexts.
In addition to the written test, there is a mandatory oral test 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 a positive score of less than 29/30, the oral test is optional. PREPARATIONS
Students are reminded that the International Marketing Principles exam can only be taken if they have passed the Management Fundamentals exam.
INCLUSION OF INTERNATIONAL MARKETING PRINCIPLES AS AN ELECTIVE EXAM IN YOUR STUDY PLAN
The possibility of including the free-choice International Marketing Principles course in your study plan does not depend on the course teacher, but must be authorized based on the rules established by the individual Teaching College.
Given the partial overlap with some topics of the Principles of Tourism Marketing course, students of class 12 - Curriculum TUR, authorized to include Principles of International Marketing in their study plan, will have to take the following program for the exam as non-attenders:
- Cateora PR, Graham JL, International Marketing. Italian companies and world markets (Italian edition edited by Mattiacci A, Guerini C), Hoepli, Milan, the entire text with the exception of 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 other study courses are invited to report their situation upon enrolment by sending an 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

Sustainable Development Goals - SDGs

This initiative contributes to the achievement of the Sustainable Development Goals of the UN Agenda 2030. More information on sustainability