Course Syllabus

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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

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.  


- Il marketing nelle interrelazioni con il sistema ambiente 

- Marketing globale

- Marketing strategico e marketing operativo

- Analisi del comportamento del consumatore

- Ricerche di mercato e ricerche di marketing 

- 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

- Conoscenze di base relative al market-driven management


Lezioni frontali

(Le lezioni si svolgeranno in presenza se l'andamento dell'emergenza sanitaria COVID19 lo renderà possibile).


A fine corso, se sarà possibile in relazione all'evoluzione dell'emergenza sanitaria, sarà 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.

Gli esami saranno svolti in presenza compatibilmente con l'andamento dell'emergenza Covid-19.

-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




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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

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.

- Marketing and its Relationship with the Environment

- Global Marketing

- Strategic and Operational Marketing

- Consumer behaviour analysis

- Market Research and Marketing Research

- 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

-        Knowledge on market-driven management 


Lectures

(Lectures will be delivered in presence depending on the evolution of the COVID19 pandemic) 

At the end of classes, if possible in relation to the COVID emergence, a written exam will be 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.

The exam will be in presence depending on the evolution of the COVID19 pandemic. 

Baines P.,  Fill C., Rosengren S., and Antonetti P., Marketing, Fifth Edition, Pearson, 2019 [Parti 1, 2, 3 (excluded chapters 10 e 11), 4]

Students from other Bachelor Programs (not ECOMARK) have also to study: 

- 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

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Key information

Field of research
SECS-P/08
ECTS
8
Term
First semester
Activity type
Mandatory
Course Length (Hours)
56
Degree Course Type
Degree Course
Language
Italian

Staff

    Teacher

  • EA
    Elisa Arrigo

Enrolment methods

Manual enrolments
Self enrolment (Student)