Teaching code

4S008931

Teacher

Paola Signori

Coordinatore

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Primo semestre (lauree) dal Sep 19, 2022 al Jan 13, 2023.

Lessons timetable Moodle Seminars

Learning objectives

This Marketing for Innovation course aims to discuss about marketing theory and practice fundamentals. Marketing "is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA)" and this course will decline it to spread business innovation. In particular, this program includes analitical, strategical and operational marketing topics. Students will then be called to action by applying some traditional and modern techniques in order to analyze emergent customers' desideres and needs, to discover new marketing opportunities and threats, and being able to develop marketing plans to suggest operational actions and solutions for a strategic repositioning or for lunching new products and services.

Prerequisites and basic notions

To best address Marketing concepts, it is suggested to first pass the Business Administration and Management exam.

Program

1. Changing markets and marketing changes: scenarios and strategies
2. Marketing research and demand forecasting
3. Analyzing the consumer and business market
4. Value relationships with customers
5. Market segmentation and targeting
6. Positioning strategy and differentiation
7. Managing the brand and its value
8. Managing products and services
9. Manage pricing strategies and policies
10. Design go-to-market and manage distribution
11. Manage and integrate marketing communications and advertising
12. Evolutionary marketing: measurement, execution and innovation in the age of digital transformation

Bibliography

Didactic methods

Teaching is mainly organized with face-to-face lectures, stimulating students to active participation through analysis and discussion of exercises and cases, individually or in small groups. Some testimonials will enrich students' application skills; with the opportunity to participate in some quick challenges given by companies. In addition, students will be invited for some optional guided tours - organized outside of class time. The lectures may be videotaped for later viewing, but be warned that the more interactive moments are not very usable by those at a distance. Other exercises are offered in moodle. The marketing course Telegram group is dedicated to online discussion and interaction, with some small challenges, on the latest trends in marketing for innovation.

Learning assessment procedures

The examination has two alternative modalities.
Traditional modality= Written mandatory, oral optional. The exam is written, with ten open questions and one exercise (duration 40 minutes). The oral is only optional, and supplementary to the written test. The supplementary oral is aimed at filling any gaps in the written.
*There is an intermediate test, on the first part of the syllabus - those who pass it do not have to answer the related section of the exam.
Applied modality= Submission of a marketing plan, oral mandatory. Students must develop a marketing plan (in groups of up to three), according to the case proposed by the Italian Marketing Society. Such plan replaces the written test. In that case, an oral examination for theoretical-technical discussion of the decisions made in the plan is mandatory.

Evaluation criteria

Traditional mode/intermediate test= The theoretical questions of the written exam are worth two points each, and ten points the exercise. The evaluation criteria are: theoretical-technical knowledge is evaluated by the correctness and completeness of the answer; application ability is evaluated by the examples and proposed solutions to the problem posed. The oral test may supplement the grade of the written test, and is required to achieve honors.
Application mode= evaluation of the marketing plan considers the following criteria: correctness and completeness of the structure of the plan; correctness and consistency of the proposed solutions - the grade is awarded to all members of the group who have self-certified their role. The individual oral discussion evaluates the communicaton ability, as well as the student's technical-theoretical knowledge, and related application and critical skills.

Criteria for the composition of the final grade

The final grade is obtained as follows for the traditional mode:
- grade 1 of the written examination in thirtieths (the grade in thirtieths of the midterm, if any, is averaged with the grade of the written examination);
- the oral supplements this final grade (or average) by a maximum of three points.
The final grade is obtained as follows for the applied mode:
- grade 1 on the marketing plan in thirtieths;
- grade 2 on the oral test in thirtieths (the grade in thirtieths of the midterm, if any, is averaged with the grade on the oral);
- the final grade is the average of the two grades obtained.
Bonus points: with active participation during the lessons, students can obtain up to a maximum of 3 bonus points to be added to their final grade (more details in moodle).

Exam language

Italiano