Lezioni frontali
Partizione di unità didattica
Titolo del corso
Marketing I - 1
Codice identificativo del corso
2122-2-E1801M043-E1801M059M-T1
Syllabus del corso
Obiettivi formativi
Il corso vuole analizzare il ruolo del marketing e le sue interazioni con le altre funzioni aziendali. Inoltre, si propone di esaminare la dimensione competitiva del marketing, anche alla luce della globalizzazione che da tempo connota i mercati.
Obiettivi:
- Sviluppare una conoscenza del marketing sia dal punto di vista teorico che da quello pratico
- Saper riconoscere gli effetti della globalizzazione sulla strategia di marketing
- Saper individuare le sfide relative all’entrata in un mercato estero
- Comprendere i principi di base della pianificazione di marketing
- Gestione delle strategie di marketing
Contenuti sintetici
Il corso si prefigge di fornire sia una buona conoscenza teorica e pratica della strategia di marketing: la prima parte del corso analizza la dimensione strategica delle decisioni di marketing. La seconda parte, invece, si concentra sull’attuazione delle strategie di marketing riguardanti: il prodotto, il prezzo, la distribuzione e la comunicazione.
Programma esteso
- Il marketing nelle interrelazioni con il sistema ambiente
- Marketing globale
- Marketing strategico e marketing operativo
- Ricerche di mercato e ricerche di marketing
- Analisi del comportamento del consumatore
- Segmentazione, targeting e posizionamento
- Digital e Social Media Marketing
- La gestione del prodotto nelle politiche di marketing
- La gestione del prezzo nelle politiche di marketing
- La gestione della distribuzione nelle politiche di marketing
- La gestione delle politiche di marketing communication
- Nuovi orizzonti del marketing
Prerequisiti
- Conoscenze di base relative al market-driven management
Metodi didattici
Modalità di verifica dell'apprendimento
A fine corso, è possibile sostenere un esame scritto sul
materiale spiegato a lezione e su materiale bibliografico indicato durante il
corso. La prova scritta sarà suddivisa in domande aperte e chiuse.
Negli appelli ufficiali, l’esame è svolto in forma orale sulla bibliografia indicata alla pagina del corso.
Durante l'emergenza Covid-19, gli esami saranno svolti online in video-conferenza, tramite Webex.
Testi di riferimento
- Baines P., Fill C., Rosengren S., and Antonetti P., Marketing, Fifth Edition, Pearson, 2019 [Parti 1, 2, 3 (tranne cap. 10 e 11), 4]
Per gli studenti di altri CdS (non EcoMark) è necessario preparare anche:
· Cravens, D.W., Piercy, N.F. and Prentice, A. (2000), "Developing market‐driven product strategies", Journal of Product & Brand Management, 9(6), 369-388. https://doi.org/10.1108/10610420010356975
· Day, G. S. (1999). Creating a Market-Driven Organization. MIT Sloan Management Review, 41 (1), 11-22. https://repository.upenn.edu/marketing_papers/402
· Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market-driven versus driving markets. Journal of the Academy of Marketing Science, 28(1), 45-54. https://doi.org/10.1177%2F0092070300281005
· Lambin, J. J., & Chumpitaz, R. (2001). Market-Orientation and Corporate Performance. Symphonya. Emerging Issues in Management, (2), 23-37. http://dx.doi.org/10.4468/2001.2.03lambin.chumpitaz
· Tuominen, M., Rajala, A., & Möller, K. (2004). Market-driving versus market-driven: Divergent roles of market orientation in business relationships. Industrial Marketing Management, 33(3), 207-217. https://doi.org/10.1016/j.indmarman.2003.10.010
· Vorhies, D. W., Harker, M., & Rao, C. P. (1999). The capabilities and performance advantages of market‐driven firms, European Journal of Marketing, 33(11), 1171–1202. http://dx.doi.org/10.1108/03090569910292339
Learning objectives
The course aims to explore the role of marketing management and its interaction with other business functions; it aims also to examine the competitive dimension of marketing and the effects of globalization on marketing strategy.
Learning Objectives:
- Acquiring knowledge in contemporary marketing theory and practice
- Recognising impacts of globalisation on firms’ marketing activities
- Identifying marketing challenges for firms entering foreign markets
- Understanding the basic principles of marketing planning
- Managing marketing strategies
Contents
This course has both theoretical and practical purposes: it introduces the basic theoretical principles of marketing, and provides the tools to manage the exchange between firms and customers. The first part of the course examines the main strategic decisions falling under the marketing domain. The second part of the course examines the implementation of marketing strategies; this section mainly regards product, pricing, distribution, and communication decisions.
Detailed program
- Marketing and its Relationship with the Environment
- Global Marketing
- Strategic and Operational Marketing
- Market Research and Marketing Research
- Consumer behaviour analysis
- Segmentation, targeting and positioning
- Digital and Social Media Marketing
- Product Management in Marketing Policies
- Price Management in Marketing Policies
- Distribution Management in Marketing Policies
- Communication Management in Marketing Policies
- New Issues in Marketing
Prerequisites
- Knowledge on market-driven management
Teaching methods
Lectures
During the state of emergency implied by the Covid-19 pandemia, video-lectures will be provided.
Assessment methods
At the end of classes, a written exam based on the lectures' content and additional bibliographical material provided during the course. The written exam will be composed of open and closed questions.
During the exam sessions, an oral exam on the Textbooks and Reading Materials published on the course page.
During the state of emergency implied by the Covid-19 pandemia, video-conference exams will be provided, via webex.
Textbooks and Reading Materials
- Baines P., Fill C., Rosengren S., and Antonetti P., Marketing, Fifth Edition, Pearson, 2019 [Parts 1, 2, 3 (excl. chap. 10 and 11), 4]
Students from other Bachelor Programs (not EcoMark) have also to read:
· Cravens, D.W., Piercy, N.F. and Prentice, A. (2000), "Developing market‐driven product strategies", Journal of Product & Brand Management, 9(6), 369-388. https://doi.org/10.1108/10610420010356975
· Day, G. S. (1999). Creating a Market-Driven Organization. MIT Sloan Management Review, 41 (1), 11-22. https://repository.upenn.edu/marketing_papers/402
· Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market-driven versus driving markets. Journal of the Academy of Marketing Science, 28(1), 45-54. https://doi.org/10.1177%2F0092070300281005
· Lambin, J. J., & Chumpitaz, R. (2001). Market-Orientation and Corporate Performance. Symphonya. Emerging Issues in Management, (2), 23-37. http://dx.doi.org/10.4468/2001.2.03lambin.chumpitaz
· Tuominen, M., Rajala, A., & Möller, K. (2004). Market-driving versus market-driven: Divergent roles of market orientation in business relationships. Industrial Marketing Management, 33(3), 207-217. https://doi.org/10.1016/j.indmarman.2003.10.010
· Vorhies, D. W., Harker, M., & Rao, C. P. (1999). The capabilities and performance advantages of market‐driven firms, European Journal of Marketing, 33(11), 1171–1202. http://dx.doi.org/10.1108/03090569910292339