Learning outcomes of the course unit
After revising the main concepts of the Strategic Marketing course (which the students are recommended to 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 means, 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.
Through a series of recommended readings and the classroom discussion of case studies, the course aims to help students develop a critical approach to marketing topics.
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.
Having taken the Strategic Marketing course and the relative exam before starting the Operative Marketing course is recommended.
Course contents summary
The historical origins and evolution of marketing.
The main paradigms and definitions in marketing.
Market research and the information system.
Pricing policy and its relationship to cost, demand and competition.
The communication mix and evolution of the media.
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, Milan. Pages: 1-627; 660-701.
The course will constantly integrate theoretical aspects with practical verifications. There will be a series of meetings with experts and managers.
The assessment will be in written form.
For attending students, the exam conditions will be agreed on with the lecturer during the course.