Marketing Management
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 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
Course syllabus
Main topics covered:
Introduction to marketing and description of basic concepts of marketing management
The role of marketing and business orientation
Marketing environment and market research
Analyzing consumer markets and demand: identification and description of consumer behavior
Segmentation, targeting, and positioning
The elements of the marketing mix
Focus on marketing communication and promotional tools in an ever-evolving world.
Introduction to marketing and description of basic concepts of marketing management
The role of marketing and business orientation
Marketing environment and market research
Analyzing consumer markets and demand: identification and description of consumer behavior
Segmentation, targeting, and positioning
The elements of the marketing mix
Focus on marketing communication and promotional tools in an ever-evolving world.
Prerequisites for admission
Passion for marketing and communication topics. Ability for strategic analysis, teamwork, and proficiency in online research and major social networks. Above all, enthusiasm and curiosity.
Teaching methods
To engage students' attention, teaching will include active methodologies that alternate between traditional classroom lectures and remote sessions, with a specific emphasis on collective (and collaborative) dialogue with the students.
In line with the co-creation of the course, aimed at 'learning by doing', students themselves will propose further insights and/or discussions on topics of major interest. Thinking, reflecting, discussing with themselves and others, acquiring awareness on topics related to marketing and communication will be the subject of presentations by the students themselves, constituting an integral part of the course.
Part of the lessons will be dedicated to group work, in physical or virtual classrooms, involving the explanation of techniques and methodological insights, simulations, case studies analyses, and interactions with professionals working in the sector. Specifically, the following methods will be used:
- traditional classroom and online lectures;
- practical teaching in both physical and remote contexts, including guidance and coordination of project work for the development of a marketing plan (project work)
- thematic insights offered to students through discussions and analyzes in small groups;
- commitments with professionals.
Further information on participation and assessment methods will be provided at the beginning of the course.
In line with the co-creation of the course, aimed at 'learning by doing', students themselves will propose further insights and/or discussions on topics of major interest. Thinking, reflecting, discussing with themselves and others, acquiring awareness on topics related to marketing and communication will be the subject of presentations by the students themselves, constituting an integral part of the course.
Part of the lessons will be dedicated to group work, in physical or virtual classrooms, involving the explanation of techniques and methodological insights, simulations, case studies analyses, and interactions with professionals working in the sector. Specifically, the following methods will be used:
- traditional classroom and online lectures;
- practical teaching in both physical and remote contexts, including guidance and coordination of project work for the development of a marketing plan (project work)
- thematic insights offered to students through discussions and analyzes in small groups;
- commitments with professionals.
Further information on participation and assessment methods will be provided at the beginning of the course.
Teaching Resources
Kotler P., Armstrong G., Ancarani F., Costabile M. (2019), Principi di Marketing, 17a edizione. Pearson.
For attendees:
- lecture notes and materials provided by the instructor during the course;
- thematic deep dives to be created by students;
- completion of a project work, the details of which will be provided during the course lectures;
- a text chosen from those listed at the beginning of the course and described in a document available on the 'Teaching Materials' section of the website.
For non-attendees:
- Kotler P., Armstrong G., Ancarani F., Costabile M. (2019), Principi di Marketing, 17a edizione. Pearson.
- one text to be chosen from the following options:
a) Pallera M. (2012), Create! Progettare idee contagiose (e rendere il mondo migliore), Sperling & Kupfer
b) Chan Kim W., Mauborgne R. (2015), Strategia Oceano Blu. Vincere senza competere, Rizzoli
c) Diotto M. (2020), Neurobranding. Il neuromarketing nell'advertising e nelle strategie di brand per i marketer, Hoepli
d) Gnasso S., Iabichino P. (2014), Existential Marketing. I consumatori comprano, gli individui scelgono, Hoepli
For attendees:
- lecture notes and materials provided by the instructor during the course;
- thematic deep dives to be created by students;
- completion of a project work, the details of which will be provided during the course lectures;
- a text chosen from those listed at the beginning of the course and described in a document available on the 'Teaching Materials' section of the website.
For non-attendees:
- Kotler P., Armstrong G., Ancarani F., Costabile M. (2019), Principi di Marketing, 17a edizione. Pearson.
- one text to be chosen from the following options:
a) Pallera M. (2012), Create! Progettare idee contagiose (e rendere il mondo migliore), Sperling & Kupfer
b) Chan Kim W., Mauborgne R. (2015), Strategia Oceano Blu. Vincere senza competere, Rizzoli
c) Diotto M. (2020), Neurobranding. Il neuromarketing nell'advertising e nelle strategie di brand per i marketer, Hoepli
d) Gnasso S., Iabichino P. (2014), Existential Marketing. I consumatori comprano, gli individui scelgono, Hoepli
Assessment methods and Criteria
The course offers two distinct modes for attendees and non-attendees. Although the program's content is similar for both groups of students, the course involves different learning methods for the two groups.
Examination mode for attendees:
The final assessment will be oral and will consist of a discussion on the topics and activities outlined in the program, aimed at verifying the acquired knowledge and skills. The evaluation will take into consideration:
- 40% Project Work: students are required to collaborate in teams to develop a "Marketing Plan" project, which involves the creation of a written report as well as a PowerPoint.
- presentation and/or video to be presented in the last week of the course. The teams will be formed during the lessons, and changing teams will not be permitted.
- 30% Supplementary activities and exercises: various supplementary activities, including individual and team-based marketing research activities, will be proposed during the course and will be subject to evaluation.
- 30% Final oral examination.
Further information on the methods of participation and assessment will be provided at the beginning of the course.
Examination mode for non-attendees:
The assessment will be written and will consist of multiple-choice questions and open-ended questions (evaluated on a scale of 30/30) regarding the topics and activities covered in the program, aimed at assessing the acquired knowledge and skills:
- nr. 22 multiple-choice questions (0.5 points per question);
- nr. 5 open-ended questions (4 points per question).
The final evaluation will be based on the following criteria: completeness of the treatment (appropriateness and completeness of the response concerning the formulated question); in-depth analysis of the themes and critical ability to evaluate and discuss the presented topics; ability to link with other themes not included in the outline but part of the program; linguistic accuracy (form, style, punctuation, logical structure, and grammatical coherence).
Examination mode for attendees:
The final assessment will be oral and will consist of a discussion on the topics and activities outlined in the program, aimed at verifying the acquired knowledge and skills. The evaluation will take into consideration:
- 40% Project Work: students are required to collaborate in teams to develop a "Marketing Plan" project, which involves the creation of a written report as well as a PowerPoint.
- presentation and/or video to be presented in the last week of the course. The teams will be formed during the lessons, and changing teams will not be permitted.
- 30% Supplementary activities and exercises: various supplementary activities, including individual and team-based marketing research activities, will be proposed during the course and will be subject to evaluation.
- 30% Final oral examination.
Further information on the methods of participation and assessment will be provided at the beginning of the course.
Examination mode for non-attendees:
The assessment will be written and will consist of multiple-choice questions and open-ended questions (evaluated on a scale of 30/30) regarding the topics and activities covered in the program, aimed at assessing the acquired knowledge and skills:
- nr. 22 multiple-choice questions (0.5 points per question);
- nr. 5 open-ended questions (4 points per question).
The final evaluation will be based on the following criteria: completeness of the treatment (appropriateness and completeness of the response concerning the formulated question); in-depth analysis of the themes and critical ability to evaluate and discuss the presented topics; ability to link with other themes not included in the outline but part of the program; linguistic accuracy (form, style, punctuation, logical structure, and grammatical coherence).
Educational website(s)
Professor(s)