The aim of the course is to explain the principles of marketing and the diagnostic and operational tools for managing the market interaction process. An analysis is made with constant references to the corporate entity, through the discussion of case studies and listening to external contributions from professionals.
The first part of the course is dedicated to an in-depth examination of the strategic dimension, with particular emphasis on segmentation and the positioning of the firm’s product range on the market.
The second part is dedicated to marketing mix policies functional to the pursuit of the targets set.
Course contents summary
The role of marketing in the firm and in society
Planning of marketing strategies
The environment, social responsibility and ethics in marketing
E-marketing and customer relationship management
Global markets and international marketing
Market research and the marketing information system
Target markets: segmentation and assessment
Consumer buying behaviour
Product, branding and packaging concepts
Development and management of goods and services
The fundamentals of pricing
Integrated marketing communications
Publicity and public relations
Personal selling and sales promotion
Pride W.M., Ferrell O.C. (2005), Marketing, Egea, Milano
The course takes the form of classroom lectures that integrate aspects of corporate theory and practice with the discussion of corporate case studies.