Teaching code

4S008931

Academic staff

Paola Signori, Martina Tafuro

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Primo semestre L dal Sep 22, 2025 al Dec 18, 2025.

Courses Single

Authorized

Lessons timetable Moodle Seminars 0

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

It is recommended to approach this teaching with knowledge and skills in economics and business management. It is made clear, however, that no prerequisites are formally required.

Program

PART I - Customer Value Analysis 1 - Contemporary Marketing 2 - Analyzing Consumer Markets 3 - Analyzing Business and Organizational Demand 4 - Competitive Dynamics 5 - Marketing Research: Consumer Insights and Market Intelligence (Outlines)
PART II - Building Customer Value and Marketing Strategies 6 - Segmenting Demand and Selecting Target Markets 7 - Defining Positioning Strategies 8 - Managing the Product 9 - Designing and Managing Services 10 - Creating Brand Value 11 - Managing Pricing Strategies and Policies 12 - Developing Customer Relationships
PART III - Communicating Customer Value 13 - Integrated Marketing Communication 14 - Non-Personal and Personal Communication Channels
PART IV - Delivering Customer Value 15 - Designing and Managing Marketing Channels 16 - Managing Distribution and Logistics
PART V - Innovating and Executing Marketing Policies 17 - Entering and Managing Presence on International Markets 18- Innovate and launch new offerings 19 - From principles to actions. Processes, technologies, and values

Bibliography

Didactic methods

Teaching is mainly organised with face-to-face lectures, stimulating students to active participation through the analysis and discussion of short exercises carried out individually or in small groups.
Possible cases or testimonials will enrich the students' application skills; with the possibility of participating in some contests launched by companies. Some lectures could be videotaped for later viewing, but be warned that the more interactive moments are difficult for those at a distance. Other exercises are offered in moodle. The Telegram group of the marketing course 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 the student can choose.
1. Traditional option= Written mandatory, oral optional. The exam is written, with ten open questions. 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 exam, on the first part of the syllabus (5 questions, 60 minutes)- those who pass it do not have to answer the related section of the exam.
2. Project work 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 2024. Such plan replaces the written test. - - Individual oral examination is mandatory, for theoretical-technical presentation and theoretical discussion of the marketing plan.
3. Project works will be presented during the course, and should be submitted by the end of the lessons.

Evaluation criteria

Traditional mode/intermediate test= The theoretical questions of the written exam are worth three points each. The evaluation criteria are: theoretical-technical knowledge is evaluated by the correctness and completeness of the answer; application ability is evaluated by real examples. The oral discussion may supplement the grade of the written test.
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 individual oral discussion evaluates the communicatons 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:
- written examination grade in /30 (the grade in thirtieths of the first part (or midterm grade) is averaged with the grade of the second part of the written examination - both grades must be =>18/30);
- the oral supplements this final grade by a maximum of 2 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 is to confirm or not the plan grade).
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.

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