Unit MARKETING
- Course
- Communication studies
- Study-unit Code
- 35044706
- Curriculum
- In all curricula
- Teacher
- Simone Splendiani
- Teachers
-
- Simone Splendiani
- Riccardo Ciccioli
- Hours
- 21 ore - Simone Splendiani
- 42 ore - Riccardo Ciccioli
- CFU
- 9
- Course Regulation
- Coorte 2023
- Offered
- 2025/26
- 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 18. Sales and customer relationship management 19. Customer experience 20. Objects and marketing metrics 21. The marketing plan 22. Retail marketing 23. International marketing CRISIS COMMUNICATION AND SOCIAL MEDIA 1. Crisis communication and the impact of social media 2. Theories and interpretative models on crisis response strategies in digital contexts 3. The crisis communication process and the role of social media
- Reference texts
- 1) Marketing. Il management orientato al mercato (seconda edizione, 2021), Mattiacci A., Pastore A., Hoepli (the book could be replaced with the new edition expected by the end of 2025) 2) La comunicazione di crisi e i social media: Principi, modelli teorici e applicazioni pratiche (2022), Splendiani S., Franco Angeli
- 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
- Lectures, seminars, case-study discussion
- Learning verification modality
- Written test: n.4 questions in 60 minutes.
- 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 18. Sales and customer relationship management 19. Customer experience 20. Objects and marketing metrics 21. The marketing plan 22. Retail marketing 23. International marketing CRISIS COMMUNICATION AND SOCIAL MEDIA 1. Crisis communication and the impact of social media 2. Theories and interpretative models on crisis response strategies in digital contexts 3. The crisis communication process and the role of social media