Marketing and Business Strategy

The course covers the basic concepts of marketing and business strategy. The aim of the course is to provide a rigorous logical framework of how companies make decisions for managing relationships with their customers, suppliers, and competitors. The course also introduces the basic operative tools of applied marketing research and the use of the most widespread software for consumers' data collection and analysis.

At the end of the course, the student will be able to:
· Evaluate the competitive context in which a company operates and indicate the strengths and weaknesses of the company and the opportunities and risks present in the market in which it operates
· Describe a product or service according to the concept of "value for the consumer"
· Collaborate with a student team to propose and create an original marketing research aimed at creating a "perceptual map"