TOOLS FOR MARKETING DECISIONS

Academic year
2016/2017 Syllabus of previous years
Official course title
STRUMENTI OPERATIVI PER LE DECISIONI DI MARKETING
Course code
ET0065 (AF:244064 AR:125420)
Modality
On campus classes
ECTS credits
6
Degree level
Bachelor's Degree Programme
Educational sector code
SECS-P/08
Period
2nd Term
Course year
3
The course focuses on main operational tools and techniques supporting marketing decision making. Students are required to solve exercises and to discuss marketing case studies.
Students are expected to have basic notions of "Business Administration" and "Business Management and Marketing"
Tools and techniques to analyse:
- Marketing environment
- Defining the business and the market, demand analysis and forecasting
- Competitive analys
- Market segmentation targeting and positioning
- Product audit;
- Distribution and sales analysis
- Pricing
- Media planning and brand audit
- Internet communication
- Marketing control
- Marketing case studies
U.COLLESEI, M. ISEPPON, T. VESCOVI, F. CHECCHINATO, Strumenti operativi per le decisioni di marketing, Cedam,Padova, 2005 (seconda edizione).

Lecture handout
written
Conventional
Italian
  • Course with sustainable contents