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 customer retention and customer loyalty.
Through a series of recommended assignments 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 of marketing.
Market research and the marketing information system.
Pricing policy and its relationship to cost, demand and competition.
The communication mix and evolution of the media.
The frontiers of marketing: information-based marketing and digital media.
Kotler, P. and Armstrong, G., Principi di Marketing,
13ma edizione, W. G. Scott editor, 2009, Pearson Education, Milano. Pages: 1-594; 658-694.
The course will constantly integrate theoretical aspects with practical verifications.