Unit MARKETING
- Course
- Communication sciences
- Study-unit Code
- 35044706
- Curriculum
- In all curricula
- Teacher
- Fabio Forlani
- Teachers
-
- Fabio Forlani
- Hours
- 42 ore - Fabio Forlani
- CFU
- 6
- Course Regulation
- Coorte 2019
- Offered
- 2021/22
- Learning activities
- Affine/integrativa
- Area
- Attività formative affini o integrative
- 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 conceptual, strategic and operational dimension of marketing. In the first part of the course, after a framing of management principles, we analyze the marketing information system and introduce the fundamental concepts of strategic marketing (segmentation, targeting and brand positioning). The second part of the course will discuss the tools of operational marketing (product decisions, place, promotion and price).
- Reference texts
- Fondamenti di marketing, John Fahy & David Jobber, 2019,
Mc Graw Hill - Educational objectives
- The course aims:
- Understanding market-oriented methods;
- Know how to study consumer behavior;
- Identify target segments and define the basics of brand positioning;
- Structure and implement a marketing mix program. - Prerequisites
- Nobody
- Teaching methods
- Face-to-face
Case studies
Seminars - Other information
- No
- Learning verification modality
- Written test and subsequent oral exam
- Extended program
- - The concept of marketing
- Demand analysis and consumer behavior
- Market segmentation
- Competitive strategies, targeting and brand positioning
- Product policies
- Place policies
- Pricing policies
- Promotion policies
- The marketing plan