Unit STRATEGIC MARKETING & MARKETING RESEARCH

Course

International economics and management

Study-unit Code

20A00067

Location

PERUGIA

Curriculum

In all curricula

Teacher

Andrea Runfola

Teachers

Andrea Runfola

Hours

63 ore - Andrea Runfola

CFU

Course Regulation

Coorte 2020

Offered

2021/22

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

After some introductive lessons on the concept of strategic marketing, on recent trends in digitization and sustainability and their role for marketing, on the relevance of marketing research, the course explores the following areas:

PART I. KNOWING THE CUSTOMER IN THE BTC MARKETS
Traditional marketing and digital marketing
Consumer behavior
Branding strategies and consumer loyalty
New trends, new marketing tools and consumer behaviour

PART II. MARKETING RESEARCH TECHNIQUES
Marketing research and the research process
Non-standard research techniques: qualitative interview, focus group, observation, document analysis, projective techniques
The standard research techniques: surveys and questionnaires, quantitative observation, quantitative document analysis, experiment, quasi-experiment
The new research techniques in the btc markets and the role of new technologies and digitalization

PART III. KNOWING THE CUSTOMER IN THE BTB MARKETS
Marketing in business to business markets
The structure of the marketing function and the role of digital marketing in the btb markets
Buying behaviour in BTB, generating value for the customer, marketing strategies in BTB

Reference texts

ERASMUS STUDENTS MAY OPT FOR THE TEXTBOOK IN ENGLISH:
Mahlotra N.K., Nunan K., Birks D.F. (2017), Marketing research: an applied approach, fifth edition, Pearson
(chapters: 1,2,3,4,5,6,7,8,9,10,17,18, 29,30)

Educational objectives

This course is an advanced Marketing course. It examines the issues of strategic marketing with an emphasis on the new dimensions related to the concept of Marketing. The main objective of the course is to provide students with knowledge and skills related to the main functions of strategic marketing and to the marketing research tecniques.
The main knowledge will be:

- Knowledge about the most important dynamics of change in consumption
- Advanced knowledge about the relationship between brand and consumer
- Knowledge in terms of alternative marketing strategies
- Knowledge about the setting of marketing strategies in btb contexts
- Main methods of qualitative research and new approaches to marketing research
- Main methods of quantitative research and their use for strategic marketing

The main skills (the ability to apply knowledge) will be:

- To analyze consumer behavior
- To identify alternative marketing strategy in btc contexts
- To identify alternative marketing strategy in btb contexts
- To develop a strategic marketing plan
- To develop a plan of marketing research

Prerequisites

In order to understand the topics covered in the course students are required to know basic marketing and basic management.

Teaching methods

The course is organized as follows:
- Lectures on all subjects of the course
- Seminars
- Project work

Other information

Please refer to the web page of the Department of Economics at the following address: www.econ.unipg.it.

Learning verification modality

The exam is oral exam. The exam is designed to verify the knowledge and skills covered in the course. For the purposes of the final evaluation, it is also considered the result of the discussion of a project work related to the topics covered in the course and that students may have made on a voluntarily basis.

Extended program