MKT - Marketing

News

For students enrolled in the 2024-2025 class

A Google Classroom has been created for the course. Please join the class through the Classroom application. Course code: eafu4ap  

Learning outcomes

KNOWLEDGE AND UNDERSTANDING. The course will allow a comprehension of the fundamental concepts and tools of Marketing. The students will learn to recognize and to master the best practices and success factors of Marketing and to apply them in real contexts.

CAPABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING. Through the course students will be able to develop a marketing plan, critically evaluate marketing strategies of firms, classify products based on their environmental impact.

MAKING AUTONOMOUS JUDGEMENTS. After the course, the student will be able to choose, given the main environmental forces, firm and innovation characteristics, the best marketing strategies. In addition, the student will develop the critical analysis capacity of marketing.

COMMUNICATION SKILLS. At the end of the course the students will be able to illustrate the concepts of marketing using internationally consolidated terminology and models, to organize information and data according to a format and a reporting process comprehensible to professionals.

LEARNING SKILLS. The student will develop the capability to autonomously study and critically understand and evaluate marketing strategies and related tools.

Syllabus

Part 1: Strategic Marketing (Prof. Luca Fraccascia)

From the textbook Kotler P., Armstrong G. - Principles of Marketing. Pearson Education Limited

• Chapter 1: Marketing: Creating and Capturing Customer Value

• Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

• Chapter 3: Analyzing the Marketing Environment

• Chapter 5: Consumer Markets and Consumer Buyer Behavior

• Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

• Chapter 8: Products, Services, and Brands: Building Customer Value (excluded Services Marketing)

• Chapter 11: Pricing Strategies: Additional Considerations (excluded Public Policy and Pricing)

• Chapter 12: Marketing Channels: Delivering Customer Value (excluded Public Policy and Distribution Decision; Marketing Logistics and Supply Chain Management)

• Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy (excluded Setting the Total Promotion Budget and Mix; Socially Responsible Marketing Communication)

Part 2: Data-Driven Marketing (Dr. Martina Gregori)

• Data-driven innovation and marketing

• Customer segmentation approches: Predictive analysis in marketing, Sentiment analysis for brand reputation and customer support, clustering in marketing)

• Choice based modeling in consumer behavior

• Survey methods

• Communication: Data visualization in marketing, Digital analytics and omni-channel strategy

Textbook

Kotler P., Armstrong G. - Principles of Marketing. Pearson Education Limited

Additional material provided by the lecturers

Lectures

Wednesday, 10:00-12:00 hours, Room 8, via Eudossiana 18

Thursday, 10:00-13:00 hours, Room 38, via Eudossiana 18

Although attending the lectures is not mandatory, the attendance is strongly recommended.

Final exam

The exam mode includes an evaluation of the student in three different moments:

1. Written exam - weight: 30/30

The written test contains closed questions about the teaching program delivered in the classroom. The written test allows to evaluate individual knowledge and understanding, capability to apply knowledge and understandings, autonomy of judgment, communication skills and learning skills.

2. Oral examination - weight: ]-∞,+3]/30

The oral exam includes questions about the didactic program delivered in the classroom and allows a more detailed evaluation of the individual preparation. The duration of the oral exam is about 15 minutes. The oral test allows to evaluate individual knowledge and understanding, autonomy of judgment, communication skills and learning skills.

The maximum mark (30 cum laude) is given with a score equal to 30/30 and an excellent oral examination.