Teaching code

4S00389

Teacher

Paola Signori

Coordinator

Paola Signori

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

primo semestre triennali dal Sep 19, 2016 al Jan 13, 2017.

Moodle Seminars 0

Learning outcomes

The Marketing lectures will cover marketing under analytic-strategic-operational perspectives to understand, with the large use of cases and examples, the implementation of marketing process. Lessons will be given in Italian, with the support of slides, video cases and some textbook chapters in English.
“Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large.” This definition shows that marketing is far more than simply advertising or personal selling. It stresses the need to deliver genuine benefits in the offerings of goods, services, and ideas marketed to customers. Also, note that the organization doing the marketing, the stakeholders affected (such as customers, employees, suppliers, and shareholders), and society should all benefit.
Marketing affects all individuals, all organizations, all industries, and all countries. This course seeks to teach students marketing concepts, often by having them actually “do marketing”—by putting them in the shoes of a marketing manager facing actual marketing decisions. The textbook also shows marketing's many applications and how it affects our lives. This knowledge should make better consumers, enable to be more informed citizens, and help in career planning.
This Marketing course is supported by McGrawHill Connect platform, with a large number of excercises and tests online. Moreover, an online simulation game in marketing (MhPractice) is used to apply marketing concepts to a virtual case, enabling students to analyze markets, take strategic and operational decisions and measure their results.

Program

The programme will cover the following items:
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Scanning the Marketing Environment
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Managing Successful Products and Brands
- Building the Price Foundation
- Arriving at the Final Price
- Managing Marketing Channels and Supply Chain
- Integrated Marketing Communications and Direct Marketing
- Using Social Media to Connect with Consumers
- Pulling it all together: the Strategic Marketing Process

Textbook=
The marketing textbook is available as e-book or hard copy. It contains chapters in Italian and chapters in English.
- Signori P., Marketing, Custom Publishing McGraw-Hill Education, 2016, Marketing, Custom Publishing McGraw-Hill Education, 2016_ISBN: 9781308850481 (ebook ISBN: 9781308852126, link:
https://create.mheducation.com/shop/#/catalog/details/?isbn=9781308852126)
This handbook is a collection of chapters from these sources: Marketing 13th Edition by Kerin, Hartley, Rudelius, 2015, McGraw-Hill + Marketing Terza edizione by Kerin, Hartley, Rudelius, Pellegrini, 2014, McGraw-Hill.

Students could also choose the full handbook in English (Marketing, 13th edition, ISBN 1259737977; check programme for selected chapters).
There are websites dedicated to students where online resources are available: instructions in e-learning.

Examination Methods

The final exam grade is composed by the mean (50%) of two written exams.

Written exam= 10-15 open questions (in italian or english) on operational marketing (chapters 6-12).
Oral exam= on the entire programme (in italian or english)
Intermediate exam (Nov. 2016) on half program (chapters 1-5)= during the course a multiple choice exam (in english) will be scheduled. A positive score permits to skip the oral exam. The grade of the intermediate exam is weighted 50% on the total grade. Intermediate exam is valid only in the first two exam sessions after the lessons.
Additional projects= other assignements will be offered during the course. A positive evaluation on them provides integrative points (1-4) to add to the final grade. See instructions in e-learning.

Lectures will be given in Italian, with a large use of slides and video cases in English.