Syllabus del corso
Titolo
Marketing strategy and consumer behavior
Docente(i)
Elisa Arrigo / Paul Matthyssens / Nadia Olivero
Lingua
English
Breve descrizione
Marketing Strategy (E. Arrigo, P. Matthyssens):
• Foundations of marketing and strategic marketing
• B2B Marketing vs B2C Marketing
• Actual marketing trends and creative marketing approaches: building sustainable supply chains/offerings, stakeholder and network mobilization, platform-based and sharing economy solutions, product-service systems, new value creation
• Brand Management Policies
Consumer Behavior (N. Olivero):
• Models and theories of decision-making
• Contexts and trends of consumption
• Prediction of consumer behaviour
• Application of consumer psychology to marketing
• Cases
CFU / Ore
24 ore
Periodo di erogazione
I semester
Sustainable Development Goals
Title
Marketing strategy and consumer behavior
Teacher(s)
Elisa Arrigo / Paul Matthyssens / Nadia Olivero
Language
English
Short description
Marketing Strategy (E. Arrigo, P. Matthyssens):
• Foundations of marketing and strategic marketing
• B2B Marketing vs B2C Marketing
• Actual marketing trends and creative marketing approaches: building sustainable supply chains/offerings, stakeholder and network mobilization, platform-based and sharing economy solutions, product-service systems, new value creation
• Brand Management Policies
Consumer Behavior (N. Olivero):
• Models and theories of decision-making
• Contexts and trends of consumption
• Prediction of consumer behaviour
• Application of consumer psychology to marketing
• Cases
CFU / Hours
24 ore
Teaching period
I semester
