MARKETING IN THE AGE OF THE TWIN TRANSITION

The course contributes to the educational objectives of the Bachelor’s Degree Programme in Digital Management which aims at providing students with updated knowledge on the implications of digital technologies on organizational processes and strategies.
The course aims at providing the basic elements in terms of concepts, language and tools for marketing, with reference to digital aspects that characterize the current context.

1. KNOWLEDGE AND UNDERSTANDING
- know the pillars of marketing and its main concepts
- know the main tools of marketing with emphasis on digital aspects
- know the basic language of marketing in firms

2. APPLYING KNOWLEDGE AND UNDERSTANDING
- applying marketing concepts to processes of analysis of the context
- applying in their basic form the main tools of marketing
- being able to operate in multi-disciplinary contexts oriented to satisfying markets

3. MAKING JUDGEMENTS
- being able to formulate some hypotheses and judgements over inter-relationships across elements within a marketing strategy

Students need to have already acquired a basic knowledge of the foundations of a firm and the operation of markets. Elements such as key economic and financial indicators and concepts (such as for example break-even point, cost categories) are pre-requisites for attendance.

Basic concepts and introduction to marketing
Segmentation, targeting & positioning
Marketing Mix
Market analysis
Consumer behavior
Marketing in the age of the green transition
Digital marketing
Unconventional marketing

Texts and readings will be communicated in class and on Moodle

The exam consists of 15 multiple choice questions (15 minutes). Students can integrate the grade with a lab activity based on group works.

written

The instructor is responsible for ensuring the authenticity and originality of all examinations and coursework. In cases of suspected academic misconduct, an additional on-site assessment may be required during the exams, which may differ from the standard format.

A. scores in the 18-22 range will be awarded in the presence of:
- sufficient knowledge and understanding applied in reference to the program;
- sufficient communication skills, especially in relation to the use of specific language
B. scores in the 23-26 range will be awarded in the presence of:
- fair knowledge and understanding applied in reference to the program;
- fair communication skills, especially in relation to the use of specific language
C. scores in the 27-30 range will be awarded in the presence of:
- good or excellent knowledge and understanding applied in reference to the program;
- fully appropriate communication skills, especially in relation to the use of specific language.
D. honors will be awarded in the presence of students with the highest score in both the written exam and the laboratory activity.

Lectures in class.
Group works

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development