Marketing and Business Strategies
A.Y. 2023/2024
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 can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second trimester
Course syllabus
The course focuses on the strategic function within companies and, in particular, on marketing and marketing management. The first part of the course will include knowledge relating to the concepts of company, business, sector and competitive advantage. In the second part, the core part of the course, an in-depth study will be done on the strategic function of marketing, with a focus on the ways in which companies can analyze the market demand, on the dynamics of consumer behavior, on the marketing research methods, on the phases for strategic development such as segmentation-targeting-positioning, on the marketing mix. In general, the course will allow to understand the business system and the ways in which a marketing strategy may influence consumer experiences, in light of the changes that have taken place in today's globalized society. Third Part: introduction to sustainability.
Prerequisites for admission
It is suggested some basic knwoledge of micro-economy or industrial organization, or management
Teaching methods
Frontal classes, discussions, case studies, guest speakers, business game and team projects (for attending students)
Teaching Resources
Baroncelli, Serio (2020), Economia e gestione delle imprese; Mc Graw Hill
Pilotti, Rinolfi (2023), Management e Governance dell'Ambiente, delle risorse umane e naturali; Volume Primo; slide of the course.
Pilotti, Rinolfi (2023), Management e Governance dell'Ambiente, delle risorse umane e naturali; Volume Primo; slide of the course.
Assessment methods and Criteria
Written exam with multiple choice questions. For attending students the evaluation of business game, team projects will also be part of the final grade.
Educational website(s)
Professor(s)
Reception:
Thursday 11-12,30 am and 15-16 pm
via Celoria, 2 - Office 1st floor - room 10