Marketing Management and Logistics
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
primo semestre (lauree) dal Sep 20, 2021 al Jan 14, 2022.
The course will provide students with the theoretical and practical knowledge about marketing management and logistics under analytic-strategic-operational perspectives to understand how to tranfer value to customers, stakeholders and the society as a whole. The student will learn the key topics of marketing and logistics, under analytic-strategic-operational perspectives, in particular how to identify the customer needs, how to analyze the competitive environment using the SWOT analysis, exploiting strategic and tactical tools. The course will also provide students with the theoretical and practical knowledge about logistics management, business-to-business relationships and supply chain design in order to improve the capability to serve the market in an effective and efficient way. At the end of this course, students will be able to apply marketing and logistics concepts to solve marketing and logistics issues and to create a marketing plan for a virtual or a real case. This application will enable students to conduct an environmental scanning, analyze markets and consumer behaviours, take strategic and operational decisions and measure their results.
Main topics (aggregated):
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Developing New Products and Services
- Managing Successful Products and Brands
- Building the Price Foundation
- Managing Marketing Channels and Wholesaling
- Personal Selling and Sales Management
- Integrated Marketing Communications and Direct Marketing
- Advertising, Sales Promotion, and Public Relations
- Implementing Interactive and Multichannel Marketing
- The Strategic Marketing Process and Marketing Plan
- Two case studies.
Text (in Italian language):
Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius, Luca Pellegrini, “Marketing” The McGraw-Hill, 2010 (second edition). All the book’s chapters must be studied. Additional readings will be provided on the e-learning platform.
The course is structured in lessons (using slides), groups discussions and a few lecturers with managers from companies which can offer practical examples related to the course’s topics. The last lesson is focused on an exam’s simulation and discussion about the key course’s topics.
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The written exam consists of a set of open questions, regarding the course’s topics, and the solution of a business case structured with open questions, where students must provide both practical and theoretical solutions to the specific questions provided.
The oral exam is optional, not mandatory.