Unit MARKETING
- Course
- Communication sciences
- Study-unit Code
- 35044706
- Curriculum
- In all curricula
- Teacher
- Simone Splendiani
- Teachers
-
- Simone Splendiani
- Hours
- 42 ore - Simone Splendiani
- CFU
- 6
- Course Regulation
- Coorte 2021
- Offered
- 2023/24
- 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
- 1. Marketing in society and in the economy
2. Marketing in the enterprises
3. Marketing intelligence
4. Competitor analysis
5. The supply
6. The consumer and segmentation
7. The definition of the business
8. The strategy for competitive positioning
9. The product system
10. The pivot role of the offering: the brand system
11. Price positioning
12. Distribution policies
13. The product offering in services management
14. Corporate and marketing communication
15. Marketing communication tools
16. Price management
17. Channel management and trade marketing
20. Objects and marketing metrics - Reference texts
- Marketing. Il management orientato al mercato (seconda edizione), Mattiacci A., Pastore A., Hoepli
- Educational objectives
- The aim of the course is to provide the theoretical and applicative tools of marketing for both industrial and service companies. Particular attention will be paid to the communication function, as a strategic element of corporate management aimed at preserving and enhancing the corporate reputation.
- Prerequisites
- Basic knowledge about business economics and management are required.
- Teaching methods
- Lessons, seminars, case-study discussion anc team work
- Learning verification modality
- Written test: n.3 questions in 60 minutes. After the results, the student can decide whether to add a further oral question to complete the evaluation.
For attending students, alternative evaluation methods may be adopted. - Extended program
- 1. Marketing in society and in the economy
2. Marketing in the enterprises
3. Marketing intelligence
4. Competitor analysis
5. The supply
6. The consumer and segmentation
7. The definition of the business
8. The strategy for competitive positioning
9. The product system
10. The pivot role of the offering: the brand system
11. Price positioning
12. Distribution policies
13. The product offering in services management
14. Corporate and marketing communication
15. Marketing communication tools
16. Price management
17. Channel management and trade marketing
20. Objects and marketing metrics