Business Economics and Marketing
A.Y. 2025/2026
Learning objectives
The course aims to transfer managerial and economic thinking to students through the theoretical and practical use of corporate analysis tools, management models, and marketing frameworks. The goal is to provide a broad view of the strategic analysis and corporate management of organizations (for-profit and non-profit) competing in modern markets by proposing observation criteria of related business decision-making processes. A special focus will be on marketing dynamics impacting contemporary organizations' success and sustainability.
Attending students will be challenged to implement such business management and marketing principles in actual companies to propose economically feasible solutions to existing problems.
Attending students will be challenged to implement such business management and marketing principles in actual companies to propose economically feasible solutions to existing problems.
Expected learning outcomes
At the end of the course, students will be able to understand the most important aspects characterizing management and marketing theory, thus being able to interpret and read critically the modern challenges companies face in contemporary markets. Moreover, the course will allow students to gain practical knowledge related to strategic marketing from both the company and the consumer perspective. Thus, a basic knowledge of the modern B2B (business-to-business) and B2C (business-to-consumer) dynamics will be learnt in class.
Lesson period: Third 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
Third trimester
Course syllabus
This course provides an introduction to the global business environment and the core principles of marketing, with an emphasis on strategic and economic perspectives. It examines how economic, political, and social forces influence business decisions and shape the interactions between firms and society across different markets.
Students will explore the structure and international scope of organizations, with a focus on key functional areas such as marketing. The course delves into the marketing process for consumer, industrial, and service products in different industries, analyzing the strategic role of the marketing mix—product, price, place, and promotion—in building competitive advantage.
Special attention is given to the use of strategic tools for market analysis, segmentation, positioning, and competitive strategy formulation. Students will develop an understanding of how economic trends and market structures impact marketing decisions and learn how to craft effective strategies in a globalized economy.
Students will explore the structure and international scope of organizations, with a focus on key functional areas such as marketing. The course delves into the marketing process for consumer, industrial, and service products in different industries, analyzing the strategic role of the marketing mix—product, price, place, and promotion—in building competitive advantage.
Special attention is given to the use of strategic tools for market analysis, segmentation, positioning, and competitive strategy formulation. Students will develop an understanding of how economic trends and market structures impact marketing decisions and learn how to craft effective strategies in a globalized economy.
Prerequisites for admission
As this is a course in the first year of the program, there are no specific prerequisites beyond those required for admission to the degree program
Teaching methods
Interactive lectures, case studies, in class exercises, videos, ted-talks, project work
Teaching Resources
Reading materials:
Attending Students
Kotler, P., Armstrong, G. M. (2018). Principles of marketing. Global Edition. Pearson Education
Non-attending students
Kotler, P., Armstrong, G. M. (2018). Principles of marketing. Global Edition. Pearson Education.
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of marketing, 80(6), 6-35.
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35-58.
Levitt, T. (1980). Marketing success through differentiation-of anything (pp. 83-91). Boston: Graduate School of Business Administration, Harvard University.
Gupta, S. (2020). Are you really innovating around your customers' needs? Harvard Business Review, 1-5.
Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard business review, 84(12), 78-92.
Attending Students
Kotler, P., Armstrong, G. M. (2018). Principles of marketing. Global Edition. Pearson Education
Non-attending students
Kotler, P., Armstrong, G. M. (2018). Principles of marketing. Global Edition. Pearson Education.
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of marketing, 80(6), 6-35.
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35-58.
Levitt, T. (1980). Marketing success through differentiation-of anything (pp. 83-91). Boston: Graduate School of Business Administration, Harvard University.
Gupta, S. (2020). Are you really innovating around your customers' needs? Harvard Business Review, 1-5.
Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard business review, 84(12), 78-92.
Assessment methods and Criteria
Attending students: group project work (35%), mid-term assessment (35%) and final exam (30%).
Non-attending students: Written exam (100%). The written exam will consist of 10 multiple-choice questions and 3 short essays on course topics and materials specifically assigned to non-attending students. Duration: 90 minutes.
Non-attending students: Written exam (100%). The written exam will consist of 10 multiple-choice questions and 3 short essays on course topics and materials specifically assigned to non-attending students. Duration: 90 minutes.
SECS-P/07 - BUSINESS ADMINISTRATION AND ACCOUNTING STUDIES - University credits: 3
SECS-P/08 - MANAGEMENT - University credits: 6
SECS-P/08 - MANAGEMENT - University credits: 6
Lessons: 60 hours
Professor:
Miniero Giulia
Professor(s)
Reception:
Tuesday: 10,30-12,30
DEMM, Via Del Conservatorio 7, 2nd floor, room 6