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
9
Course Regulation
Coorte 2022
Offered
2023/24
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 and 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
East R., Wright M., Vanhuele M. (2009), Comportamento del consumatore. Applicazioni per il marketing, Milano, Apogeo Education - Maggioli Editore: Cap. 1,2,3,4,5,6

Luceri B., (2013), Prospettive della ricerca di marketing Cap. 1,2,3,4,5,6,7,8,9,10,11,12,13, Milano, EGEA

Tunisini A. (2017), Marketing BTB. Capire e gestire le relazioni tra imprese, Milano, Hoepli Cap. 1,2,5,9,10
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
Written 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
After some introductive lessons on the concept of strategic marketing and 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
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