Marketing
A.Y. 2025/2026
Learning objectives
This course aims to introduce the basic principles and operational tools of marketing, also considering digital innovations in this field. In particular, the course will examine the role of strategic marketing (i.e. segmentation, targeting and positioning) and operational marketing (i.e. marketing mix) in tourism companies, also in relationship with other company functions. Therefore, the course aims to enable students to:
- know the principles of strategic and operational marketing;
- understand the dynamics and problems of the tourism sector, in view of its strategic importance for the Italian economy;
- understand how the digital evolution of operational marketing can help tourism companies develop innovative marketing activities, notably promotional mixes and communication strategies;
- understand the basic of how tourism companies plan their marketing strategies, with particular reference to tourism destination management strategies.
- know the principles of strategic and operational marketing;
- understand the dynamics and problems of the tourism sector, in view of its strategic importance for the Italian economy;
- understand how the digital evolution of operational marketing can help tourism companies develop innovative marketing activities, notably promotional mixes and communication strategies;
- understand the basic of how tourism companies plan their marketing strategies, with particular reference to tourism destination management strategies.
Expected learning outcomes
By the end of the course, students will be able to:
- identify, implement and assess marketing strategies adopted by tourism companies, using the segmentation, targeting and positioning model;
- understand the main tools of demand analysis (research on customers' behaviours, perceptual maps) used in the tourism sector;
- create a marketing plan for the tourism sector;
- understand the use and functioning of digital marketing tools adopted by tourism companies.
- identify, implement and assess marketing strategies adopted by tourism companies, using the segmentation, targeting and positioning model;
- understand the main tools of demand analysis (research on customers' behaviours, perceptual maps) used in the tourism sector;
- create a marketing plan for the tourism sector;
- understand the use and functioning of digital marketing tools adopted by tourism companies.
Lesson period: Second semester
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 semester
Course syllabus
The course provides students with the foundational elements of the marketing discipline. It covers basic theoretical concepts and the role marketing plays in the management of a company's activities.
For attending students, the course includes team-based learning activities designed to develop collaboration and problem solving skills by simulating a professional work environment. Attending students will also have opportunities to interact with practitioners through guest lectures and/or presentations, creating a bridge between theoretical content and managerial practice.
Lesson Topics and Learning Materials
Lesson Topic Supplementary Materials
Introduction to Marketing & Marketing Strategies - Chapters 1, 2
Marketing Environment, Marketing Plan - Chapters 3, 4
Purpose Driven Marketing - Chapter 5
Consumer Behavior - Chapter 6
Marketing Research, Segmentation, Targeting and Positioning - Chapters 9, 10
New Product Development and Branding - Chapters 11, 12
Service Management - Chapter 13
Pricing - Chapters 14, 15
Retail & Omnichannel Management - Chapters 16, 18
Integrated Marketing Communications and Advertising - Chapters 19, 20
Sales, Digital & Social Media Management - Chapters 21, 22, 23
Signalling Theory: Craftwashing, Made in Italy and Italian Sounding Products - Papers and slides
Artification - Papers and slides
For attending students, the course includes team-based learning activities designed to develop collaboration and problem solving skills by simulating a professional work environment. Attending students will also have opportunities to interact with practitioners through guest lectures and/or presentations, creating a bridge between theoretical content and managerial practice.
Lesson Topics and Learning Materials
Lesson Topic Supplementary Materials
Introduction to Marketing & Marketing Strategies - Chapters 1, 2
Marketing Environment, Marketing Plan - Chapters 3, 4
Purpose Driven Marketing - Chapter 5
Consumer Behavior - Chapter 6
Marketing Research, Segmentation, Targeting and Positioning - Chapters 9, 10
New Product Development and Branding - Chapters 11, 12
Service Management - Chapter 13
Pricing - Chapters 14, 15
Retail & Omnichannel Management - Chapters 16, 18
Integrated Marketing Communications and Advertising - Chapters 19, 20
Sales, Digital & Social Media Management - Chapters 21, 22, 23
Signalling Theory: Craftwashing, Made in Italy and Italian Sounding Products - Papers and slides
Artification - Papers and slides
Prerequisites for admission
No prerequisites required.
Teaching methods
Lectures are complemented by guest speakers and practical/laboratory sessions (learning by doing), requiring students to work in groups. The course will use the online university platform to share information and materials. Students are informed that some materials, such as academic journal articles, will be in English.
Teaching Resources
For Attending Students:
Selected textbook chapters indicated in the detailed syllabus, plus articles, slides, and cases shared through the online learning platform.
For Non Attending Students:
All textbook chapters.
Recommended Textbook:
Marketing by Roger A. Kerin, Steven W. Hartley, Luca Pellegrini, Francesco Massara, Daniela Corsaro.
Latest available edition.
Selected textbook chapters indicated in the detailed syllabus, plus articles, slides, and cases shared through the online learning platform.
For Non Attending Students:
All textbook chapters.
Recommended Textbook:
Marketing by Roger A. Kerin, Steven W. Hartley, Luca Pellegrini, Francesco Massara, Daniela Corsaro.
Latest available edition.
Assessment methods and Criteria
For Attending Students
The exam is divided into two parts:
1. Project Work and Assignments - 30% of final grade
o Note: This grade remains valid until the January-February 2027 exam session.
o All assignments and project work must be uploaded to the university platform by the stated deadlines. Late submissions will be penalized with a 20% reduction of the score for each day of delay, including the first day.
2. Final Exam - 70% of final grade
o The exam consists of 33 multiple choice questions covering the entire syllabus (1 point per question; no penalty for wrong answers).
o Students scoring 32 or 33 receive lode (honors); 30 or 31 corresponds to a grade of 30.
o Duration: 60 minutes.
Grading Summary - Attending Students
Component Percentage
Final Exam 70%
Project Work & Assignments 30%
Total 100%
Exam Program for Non Attending Students
The exam will cover the entire textbook, including online materials. All chapters are considered part of the program and will be assessed.
Exam Format - Non Attending Students
The exam consists of:
· 21 multiple choice questions (1 point each; no penalty for incorrect answers), testing knowledge of textbook content.
· 3 open or semi structured questions (4 points each), requiring students to apply conceptual principles to explain concepts or solve problems.
· Students scoring 32 or 33 receive lode (honors); 30 or 31 corresponds to a grade of 30.
· Duration: 80 minutes.
The exam is divided into two parts:
1. Project Work and Assignments - 30% of final grade
o Note: This grade remains valid until the January-February 2027 exam session.
o All assignments and project work must be uploaded to the university platform by the stated deadlines. Late submissions will be penalized with a 20% reduction of the score for each day of delay, including the first day.
2. Final Exam - 70% of final grade
o The exam consists of 33 multiple choice questions covering the entire syllabus (1 point per question; no penalty for wrong answers).
o Students scoring 32 or 33 receive lode (honors); 30 or 31 corresponds to a grade of 30.
o Duration: 60 minutes.
Grading Summary - Attending Students
Component Percentage
Final Exam 70%
Project Work & Assignments 30%
Total 100%
Exam Program for Non Attending Students
The exam will cover the entire textbook, including online materials. All chapters are considered part of the program and will be assessed.
Exam Format - Non Attending Students
The exam consists of:
· 21 multiple choice questions (1 point each; no penalty for incorrect answers), testing knowledge of textbook content.
· 3 open or semi structured questions (4 points each), requiring students to apply conceptual principles to explain concepts or solve problems.
· Students scoring 32 or 33 receive lode (honors); 30 or 31 corresponds to a grade of 30.
· Duration: 80 minutes.
Educational website(s)
Professor(s)
Reception:
Office hours will be held via the MS Teams platform. To book an appointment, please send an email to [email protected]
Online via Ms Teams