Learning outcomes of the course unit
The course addresses the functional role of marketing, integrating both the strategic and operational dimensions. It also provides theoretical insight and practical look into the theory and mechanics of valuation, investing and corporate finance.
Course contents summary
The Marketing Concept
The Market Orientation Concept
The Impact of Globalization
Emerging Values and Issues
Customers' Needs Analysis
The Customer Purchase Behaviour
Measuring Customers' Response
Needs Analysis Through Market Segmentation
Market Attractiveness Analysis
Company Competitiveness Analysis
Practical Problems in Capital Budgeting
Financing Decisions and Market Efficiency
Dividend Policy and Capital Structure
Financial Planning and Short-term Financial Management
Mergers, Corporate Control, and Governance
"Market-driven management. Marketing strategico e operativo" J.J. Lambin, ed. Mc Graw Hill, quinta edizione. Capitoli: 1, 4-17.
“Principi di finanza aziendale” R.A. BREALEY – S.C. MYERS – F. ALLEN – S. SANDRI,
ed. Mc Graw Hill, sesta edizione 2011 (capitoli: 2-6, 8-11, 14- 15, 19-23, 25-30).
teaching lessons, case studies, exercises.
Assessment methods and criteria
Both written and oral exams.