Learning outcomes of the course unit
The course aims to provide complete information of the marketing mix instruments used by firms to increase the degree of customer satisfaction, in a market characterized by increasing competition.
a. Knowledge and ability to understand
The intention is to transfer the necessary knowledge to the student regarding the marketing mix instrumentation used by manufacturers and retailers to increase the degree of satisfaction of the final customers. This will be done through a detailed analysis of the marketing mix levers aimed at allowing the student to have elements of a conceptual nature useful for understanding the functioning of the marketing processes.
b. Applying knowledge and understanding
The student will have the necessary knowledge to understand the problems related to the profitability of the marketing strategies and the satisfaction of the final customer. The ability to apply the acquired knowledge will be through the deepening of case studies and the carrying out of group work for students attending the course.
c. Making judgments
At the end of the course the student will be able to use the analytical tools acquired. The autonomy of judgment of the student will be stimulated by promoting the ability to analyze business case studies, managerial lectures and group work.
d. Communication skills
During the course the student will be stimulated to acquire adequate communication and synthesis skills. The participants in the group work will be invited to present the results of the research carried out.
e. Learning skills
At the end of the course the student will have gained the ability to expand, update and deepen the knowledge acquired in the classroom and studying in textbooks. The group work is aimed at stimulating the
student's curiosity, strengthening his ability to learn and analyze.
At the end of the course, students will hopefully gain the following skills:
• Understanding of the basic marketing tools to effectively market products and services
• Ability to reason as passionate marketers
• Ability to develop a consistent international marketing strategy
• Understanding of Cross-cultural Marketing and its opportunities to exploit new marketing segments
• Ability to develop effective Cross-cultural Marketing campaigns
• Improvement of teamwork and communications skills and development of a deadline orientation
Course contents summary
The course is divided into three main parts.
The first part includes foundations of marketing. Principles of marketing will be reviewed with reference to strategic marketing and marketing operations. This “journey” throughout the marketing basics will make students familiar with the “4 Ps” concept and with more advanced topics such as marketing plans, customer segmentation and marketing research.
The second part involves the foundations of International Marketing. International Marketing, according to the American Marketing Association, is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Principles of International Marketing will be reviewed with the aim of understanding the complexity driven by globalization and to introduce topics related to Cross-Cultural Marketing.
The third part focuses specifically on Cross-cultural Marketing. Cross-cultural Marketing is gaining a growing importance due to the demographic and cultural changes occurring both in USA and in Europe. Cross-cultural Marketing - also known as Multicultural marketing or Ethnic Marketing - is the practice of marketing to one or more audiences of a specific ethnicity, typically an ethnicity outside of a country's majority culture. Cross-cultural marketing takes advantage of the ethnic group's different cultural elements such as language, traditions, celebrations and religion to market products and services to different audiences.
Please contact the teacher if you need further information on the detailed course program.
Slide lectures and study notes by the professor based on the book:
Marketing Management - Greg Marshall and Mark Johnston, McGraw Hill Education
Please email the teacher to receive information about the chosen textbooks for this course. More detailed information will be provided during the lessons.
Please be aware that different textbooks or/and readings might be required for attending versus non-attending students. The teacher will provide the slides of the lectures.
The course will be taught with a mix of lectures, case study discussions, groupworks and class presentations. The variety of above methodologies and encouragement of in class discussion contributions will stimulate autonomy of judgment and interest for continuous learning about the problems and topics discussed during the course.
Assessment methods and criteria
The learning results will be assessed through a final written test. The written examination is in English.
The knowledge and understanding achieved will be assessed with open-ended questions on relevant theoretical topics. Furthermore, since the questions are open, students are able to exercise significant independent judgment with respect to what is required.
The ability to communicate using the appropriate technical language will be assessed by evaluating the correct use of expressions/technical terms in the context of the answers given to the above questions. Finally, the need for handling categories and qualitative information acquired during the course, during the specific cases studies, requires the students to apply knowledge already possessed, and to learn and to evaluate new information. The score of each question plus any bonus points obtained during lectures and team work give the final score of the written test. The test time is 1 hour with 20 minutes of time in question. The test is differentiated according to whether students are attending or not attending.
For attending students, the knowledge and understanding achieved will be assessed with n. 2 open-ended questions and 1 question about managerial lectures to which is added the bonus score obtained in the group work.
For non-attending students, the knowledge and understanding achieved will be assessed with n. 3 open-ended questions, each worth 10 points.
For further information on the final examination, please contact the teacher.
The use of digital devices and calculators is not allowed during the exam.
Please check professor's webpage for updates on course, exams, dates and times, office hours and so on. Some of the managerial lectures might be in Italian.