Marketing and Business Strategies
A.Y. 2019/2020
Learning objectives
The course aims at transferring the marketing principles and make the strategic and operational tools known for a conscious management of the social process of exchange between business and market. The ultimate objective of marketing is to achieve and sustain competitive advantage by guiding marketing decisions. The course provides theory and frameworks for making these decisions.
Expected learning outcomes
At the end of the course student will be able to...
-Design, implement, and evaluate marketing strategies through the use of marketing concepts such as positioning, targeting, and innovating.
-Understand and interpret market research tools such as consumer reports, perceptual maps, etc .
-Create a marketing strategy based on the differentiation.
-Draw the structure of a marketing plan related to the consumer industry.
-Design, implement, and evaluate marketing strategies through the use of marketing concepts such as positioning, targeting, and innovating.
-Understand and interpret market research tools such as consumer reports, perceptual maps, etc .
-Create a marketing strategy based on the differentiation.
-Draw the structure of a marketing plan related to the consumer industry.
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
Second trimester
Course syllabus
The course aims at transferring the marketing principles and make the diagnostic and operational tools known for a conscious management of the social process of exchange between business and market. In this sense, the course reflects the marketing management process carried out within companies. At the end of the sessions, students will acquire the basic language of marketing management. Additionally, students will acquire the most relevant skills to support the decision-making analysis that precedes the development of a marketing plan aimed at acquiring and maintaining competitive advantage.
Prerequisites for admission
No preliminary courses are a prerequisite for entry into the Marketing Management course.
Teaching methods
Teaching methods
-Face-to-face lectures
- Guest speaker's talks in class
- Case studies /Incidents
Details
In addition to face-to-face lecturers, this course includes case studies/incidents on real marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem- solving skills.
-Face-to-face lectures
- Guest speaker's talks in class
- Case studies /Incidents
Details
In addition to face-to-face lecturers, this course includes case studies/incidents on real marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem- solving skills.
Teaching Resources
Teaching materials
Attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi) (excluding chapters 8-11-15-18).
Not attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi) (excluding chapters 8-11-15-18).
- Slides (http://ariel.ctu.unimi.it )
Attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi) (excluding chapters 8-11-15-18).
Not attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi) (excluding chapters 8-11-15-18).
- Slides (http://ariel.ctu.unimi.it )
Assessment methods and Criteria
Attending students
Attending students are evaluated according to an individual written exam (weighted 80% of the final grade) and an individual work (weighted 20% of the final grade):
- Individual work: attending students are required to work on a 6 incident cases during the course under the professors' supervision.
- Individual written exam based on textbook, sildes, lessons' notes, and guests' speech notes; it is made of 1 open-ended questions and 4 multiple-choice questions.
Not attending students
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of 6 multiple choice and 2 open-ended questions. The written exam accounts for 100% of the final grade.
Attending students are evaluated according to an individual written exam (weighted 80% of the final grade) and an individual work (weighted 20% of the final grade):
- Individual work: attending students are required to work on a 6 incident cases during the course under the professors' supervision.
- Individual written exam based on textbook, sildes, lessons' notes, and guests' speech notes; it is made of 1 open-ended questions and 4 multiple-choice questions.
Not attending students
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of 6 multiple choice and 2 open-ended questions. The written exam accounts for 100% of the final grade.
SECS-P/08 - MANAGEMENT - University credits: 6
Lessons: 40 hours
Professor:
Zanderighi Luca Giovanni Maria
Shifts:
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Professor:
Zanderighi Luca Giovanni MariaProfessor(s)
Reception:
Room .....