Unit MARKETING

Course
Business administration
Study-unit Code
20004006
Location
PERUGIA
Curriculum
Economico e manageriale
Teacher
Francesca Ceccacci
Teachers
  • Francesca Ceccacci
Hours
  • 42 ore - Francesca Ceccacci
CFU
6
Course Regulation
Coorte 2018
Offered
2020/21
Learning activities
Caratterizzante
Area
Aziendale
Academic discipline
SECS-P/08
Type of study-unit
Obbligatorio (Required)
Type of learning activities
Attività formativa monodisciplinare
Language of instruction
Italian
Contents
The course addresses the ideological, strategic and operational dimensions of marketing. After an analysis of the main foundations of marketing, in the course the evolution of the marketing concept is presented. The module then addresses the strategic marketing, in its analytical and decision dimensions. Particular focus is given to the study of the marketing mix
Reference texts
Mattiacci A., Pastore A., Marketing. Il management orientato al mercato, Hoepli, 2013.

only the chapters: 6, 9, 10, 12, 13, 14, 15, 17, 18
and the sections: 19.2, 20.1, 20.2, 20.3, 20.4



For Erasmus students:

Kotler P, Marketing Manager, 14th edition

for the following chapters: 6, 8, 9, 10, 12, 14, 15, 16 17, 18 and 19
Educational objectives
The Learning outcomes of the course are:

- To know market driven management
To know main consumer behaviors trends
- To identify target segments and positioning drivers
- To build and implement a marketing mix plan
Prerequisites
The student must know the strategies and main tools of firm management.

This knowledge is considered acquired within the course of Business Management.
Teaching methods
Face-to-face
Case studies
Project work
Seminars
Other information
The course is on first semester (September-December 2019).
For the teaching activities please consult the webpage of the Department of Economics http://www.econ.unipg.it/didattica/sede-di-perugia/corsi-di-laurea-triennale-in-economia-aziendale/orario-delle-lezioni
Learning verification modality
Written Exam

The written test consists of four open-ended questions regarding the teaching material mentioned in the program.

The duration of the written exam is 1 hour.



Erasmus students can choose for an oral exam in Italian or English language
Extended program
1. Fundamentals of Marketing
2. The evolution of the marketing concept
3. Market Driven Management
4. Consumer behavior
5. Segmentation and Positioning
6. Product
7. Price
8. Promotion
9. Distribution
Condividi su