Marketing Management
A.Y. 2020/2021
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 course provides theory and frameworks for making these decisions. At the end of the course, students will acquire the most relevant skills to support the decision-making analysis (about product, pricing, channel, promotion) that precedes the development of a marketing plan.
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.
· Recognize the causal links between value for the customer, customer satisfaction, size and quality of market relations and the firm's value.
· 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.
· Recognize the causal links between value for the customer, customer satisfaction, size and quality of market relations and the firm's value.
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
Students are required to attend the scheduled live virtual class sessions. We will use Microsoft Teams for these sessions. You will be able to access the link (and all recordings) through the course home page.
Students are evaluated through a written exam. Questions are based on both the textbook and slide (Ariel). Written exam is made of 8 multiple choice and 3 open-ended questions.
The online exam uses exam.net platform (see https://www.unimi.it/it/studiare/frequentare-un-corso-di-laurea/seguire-il-percorso-di-studi/esami/esami-distanza-faq-gli-studenti/esami-scritti-su-piattaforma-online)
Students are evaluated through a written exam. Questions are based on both the textbook and slide (Ariel). Written exam is made of 8 multiple choice and 3 open-ended questions.
The online exam uses exam.net platform (see https://www.unimi.it/it/studiare/frequentare-un-corso-di-laurea/seguire-il-percorso-di-studi/esami/esami-distanza-faq-gli-studenti/esami-scritti-su-piattaforma-online)
Course syllabus
Beyond teaching a principles of marketing course and developing a product/service to be taught, we also want to impress upon our students why marketing in and of itself is valuable. Marketing creates enduring and mutually valuable relationships between companies and their consumers. Marketing identifles what consumers value at the local level in order to make it possible for firms to expand at the global level. Without marketing it would be difficult for any of us to learn about new products and services. This course is designed to serve as an introduction to the theory and practice of marketing.
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)
Not attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi)
- Course slides (http://ariel.ctu.unimi.it )
Attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi)
Not attending students
- Grewal-Levy, Marketing, Egea, 2019 (Edizione italiana a cura di Guido Cristini e Luca Zanderighi)
- Course 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 8 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 6 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 8 multiple choice and 3 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 8 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 6 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 8 multiple choice and 3 open-ended questions. The written exam accounts for 100% of the final grade.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professor:
Zanderighi Luca Giovanni Maria
Professor(s)
Reception:
Room .....