Learning outcomes of the course unit
After revising the main concepts of the Strategic Marketing course (which it is recommended students have attended) the Operative Marketing course proposes to develop themes relating to the translation of marketing strategies into decisions in the area of prices, sales channels, communication methods, and promotional activities for products and services.
Particular attention will be paid to the frontier themes in the sphere of different areas of decision-making: new approaches to segmentation, new digital media, and new sectors in which marketing approaches are emerging.
The course aims to help students develop a critical approach to marketing topics through a series of recommended readings and the classroom discussion of case studies.
The aim of the course is, therefore, twofold: on one hand, to provide a solid base of concepts and methodology in order to make the right decisions in operative marketing, and on the other, to stimulate critical reflection on the consequences of those decisions.
It is recommended to have taken the Strategic Marketing course and the relative exams before starting the Operative Marketing course.
Course contents summary
The historical origins and evolution of marketing.
The main paradigms and definitions in marketing.
Revision of the basic concepts of strategic marketing: strategic planning in marketing and the search for opportunities.
Market research and information system.
Pricing policy and its relationship to cost, demand and competition.
Communication mix and evolution of the media.
Organisation, planning and control in marketing.
The frontiers of marketing: marketing based on information and the digital media.
Kotler, P. e Armstrong, G., Principi di Marketing, 11th edition by W.G. Scott, 2006, Pearson Education, Milano. Pages: 1-627; 660-701.
The course will constantly integrate theoretical aspects with practical verifications. There will be a series of encounters with experts and managers, and, where possible, a visit to the Promotion Expo in Milan.
The evaluation will be in written form.
The modality of the exam will be agreed with the lecturer during the course for students who attend.