MARKETING

The course aims to introduce students to fundamental concepts related to marketing strategy, marketing tactics, marketing strategy implementation and development of the marketing plan.

1. Knowledge and understanding
● Knowing marketing terms
● Knowing the market orientation and the different marketing tools used by companies and their interaction.
● Knowing the basics of the strategic marketing behavior of the companies in the markets.
2. Ability to apply knowledge and understanding
● Knowing how to recognize correctly which marketing tools and activities are involved in the various company-market relationship situations.
● Knowing how to make a simple analysis of the marketing problems that a company faces daily.
● Being able to build a marketing plan for an Italian SME.
● Being able to recognize the key aspects of a marketing decision and its implementation.
● Being able to work in a team to solve complex problems.
3. Ability to judge
● To know how to formulate and to argue simple hypotheses of solution to marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Know how to use appropriate language in describing aspects of business marketing.
● Know how to interact with peers, in a critical and respectful way, oriented towards problem solving

We suggest to have taken the modules of Management provided in the first two years of the degree course in Business Economics.

Different orientations in the relationship with the markets. The concept of marketing.
A broader perspective on marketing.
Marketing and the value creation for the customer. B2B, B2C.
A perspective on consumer behavior: factors, process, roles, situations. The principle of segmentation and the techniques of targeting and positioning.
Product: tools and strategies
Pricing: principles and strategies
The relationship with distribution channels: structures, strategic choices, trends.
Integrated marketing communication: tools and strategies.
Marketing planning in an organization.
Measuring marketing performance.

Textbook (required):
Fahy, J. Jobber D., 2024, Fondamenti di marketing, 2a ed, McGraw-Hill, Education, Milano.
ISBN: 9788838657795

International students are free to study the original English edition, but pls remember that the course and exam will be in Italian
Fahy, J. Jobber D., 2022, Foundations of Marketing, 7e, McGraw-Hill, London
ISBN: 9781526849007

Compulsory written exam with 20 multiple choice questions.

Exam material: Textbook + articles (moodle)+ slides.

Optional: group work (bonus points).

written

The lecturer has a duty to ensure that the rules regarding the authenticity and originality of exam tests and papers are respected. Therefore, if there is suspicion of irregular conduct, an additional assessment may be conducted, which could differ from the original exam description.

Exam
The exam consists of a single written test. The test is graded on a 30-point scale, corresponding to the standard grading system in thirtieths. A minimum score of 18/30 is required to pass the exam.

Structure of the Written Test
The exam consists of 20 multiple-choice questions, to be completed in 30 minutes:

Each correct answer is worth +1.5 points, each incorrect answer has a -0.4 point penalty.

The questions are designed to assess:
Knowledge of the concepts and models presented during the course
The ability to apply these concepts to real-world cases and examples
Critical understanding of the course content

Bonus Points for Group Work (Case Study)
Students who participate in the group project (case study) may earn up to +3 bonus points on the final grade, based on the quality of the case study presentation.

Final rrade criteria (applicable to all students)

Grade range 18–22
Sufficient knowledge and applied understanding of the course content
Limited ability to apply knowledge and make independent judgments
Sufficient communication skills, particularly in the use of marketing-specific terminology

Grade range 23–26
Fair knowledge and applied understanding
Fair ability to make independent judgments
Fair communication skills and use of relevant technical language

Grade range 27–30
Good or excellent knowledge and applied understanding
Good or excellent ability to make independent judgments
Fully appropriate communication skills, with accurate use of key marketing terms

Honors (cum laude)
Excellent knowledge and applied understanding of marketing and pricing

Lectures, group presentations, discussions of articles and case studies and external guest speakers.

Course language: italian