Portale di Ateneo - En.Unibs.it

Borrowed courses

MARKETING

ECONOMIA E GESTIONE AZIENDALE

BUSINESS
MARKETING

ECONOMIA E GESTIONE AZIENDALE

GESTIONE DEL TURISMO
MARKETING

ECONOMIA E GESTIONE AZIENDALE

AMMINISTRAZIONE E CONTROLLO
MARKETING

ECONOMIA

PERCORSO GENERALE IN ECONOMIA
MARKETING

BANCA E FINANZA

CORSO GENERICO

Other Courses in the Curriculum

GESTIONE DELLE IMPRESE

Course year: 1

ELEMENTARY ENGLISH: BASIC NOTIONS

Student's own choice
ELEMENTARY MATHEMATICS: BASIC NOTIONS

Student's own choice
BUSINESS ADMINISTRATION

9 credits - Basic
ECONOMIC HISTORY

6 credits - Related/Supplementary
ENGLISH LANGUAGE

9 credits - Related/Supplementary
LINEAR ALGEBRA AND CALCULUS

9 credits - Basic
FINANCIAL ACCOUNTING (INTRODUCTORY AND INTERMEDIATE LEVEL)

9 credits - Characterising
INFORMATION TECHNOLOGY ELIGIBILITY

2 credits
MICROECONOMICS

9 credits - Basic
PRIVATE LAW

9 credits - Basic

Course year: 2

FINANCIAL AND ACTUARIAL CALCULUS

6 credits - Characterising
MACROECONOMICS

9 credits - Characterising
STATISTICS

9 credits - Characterising
BUSINESS MANAGEMENT

9 credits - Characterising
COMMERCIAL LAW
Attendance grouping
12 credits - Raggruppamento di frequenza
COST ACCOUNTING

9 credits - Characterising
PUBLIC LAW

6 credits - Basic

Course year: 3

FINAL TEST

4 credits - Language/Final Examination
INTERNSHIP

3 credits - For stages and internships
MARKETING

9 credits - Characterising
OPERATIONS RESEARCH

9 credits - Related/Supplementary
BUSINESS ORGANIZATION

6 credits - Characterising
FINANCIAL MARKETS AND ISTITUTIONS

9 credits - Characterising
INNOVATION AND OPERATIONS MANAGEMENT

6 credits - Characterising
ADMINISTRATION AND MANAGEMENT CONTROL OF TOURISM ENTERPRISES

6 credits - Student's own choice
ECONOMIC SOCIOLOGY

9 credits - Student's own choice
FINANCIAL MANAGEMENT MODELS

9 credits - Student's own choice
FOUNDATIONS OF PUBLIC ECONOMICS

6 credits - Student's own choice
INTRODUCTION TO FINANCIAL MANAGEMENT

6 credits - Student's own choice
INTRODUCTION TO STATISTICAL INFERENCE

6 credits - Student's own choice
INVESTMENTS

9 credits - Student's own choice
LABOUR ECONOMICS

9 credits - Student's own choice
LABOUR LAW

9 credits - Student's own choice
LINEAR ALGEBRA AND CALCULUS II

6 credits - Student's own choice
MANAGEMENT CONTROL

9 credits - Student's own choice
PROBLEM SOLVING FOR COMPUTER SCIENCE

6 credits - Student's own choice
PUBLIC ECONOMICS

9 credits - Student's own choice
PUBLIC ECONOMICS

9 credits - Student's own choice
STATISTICAL INFERENCE

9 credits - Student's own choice
BANKING

9 credits - Student's own choice
DECISION ANALYSIS FOR BUSINESS

6 credits - Student's own choice
ECONOMIC POLICY

9 credits - Student's own choice
EMPIRICAL ECONOMICS

9 credits - Student's own choice
ENVIRONMENTAL ECONOMICS

6 credits - Student's own choice
FRENCH LANGUAGE

6 credits - Student's own choice
GEOGRAPHY AND SOCIOLOGY OF TOURISM
Attendance grouping
9 credits - Raggruppamento di frequenza
GERMAN LANGUAGE

6 credits - Student's own choice
HERITAGE AND TOURISM POLICY

9 credits - Student's own choice
HISTORY OF ECONOMIC THOUGHT

9 credits - Student's own choice
PORTFOLIO CHOICES

6 credits - Student's own choice
PROFESSIONAL PRACTICE ISSUES IN ACCOUNTING

6 credits - Student's own choice
SPANISH LANGUAGE

6 credits - Student's own choice
STATISTICS FOR ECONOMICS AND DIGITAL FIRM

9 credits - Student's own choice
STRATEGY ANALYSIS

9 credits - Student's own choice
TOURISM MANAGEMENT

6 credits - Student's own choice

MARKETING

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2018/2019

Academic Year of provision:

2020/2021

Type of Course:

Characterising

Degree:

Bachelor's Degree Programme in BUSINESS ADMINISTRATION

Disciplinary Sector:

Corporate Finance

Language:

Italian

Grouping type:

Credits:

Programme Year:

Professor and Collaborators:

BONERA Michelle Professor

BAZZOLI FRANCESCA Collaborator

Cycle:

First four months

Hours of classroom activity:

Hours of individual study:

165

For the use of the course, specific skills and / or previous knowledge other than those required for enrollment in the Degree Course are not required.

Educational Goals

The teaching objectives of the course are structured as follows:

- Knowledge and understanding.
The course aims to provide students with the basic concepts and principles of marketing for the development of market strategies and for managing customer relationships.

- Ability to apply knowledge.
At the end of the course the student should be able to apply the management tools useful for analyzing consumer behavior and demand. Segment the market. Plan product, price, communication and distribution policies, measuring economic and market performance.
- Autonomy of judgment.
At the end of the course, the student should have acquired the ability to critically and ethically interpret the main economic and market data of commercial importance.

- Communication skills
The student should be able to communicate his / her reflections on the marketing topics covered in the course effectively and with appropriate language.

- Ability to learn.
The student should have acquired the ability to undertake more complex and in-depth studies on marketing issues as independently as possible.

Content

• The traditional marketing concept: customer orientation; business integration; profitability target; strategic marketing and operative marketing.
• The evolution of the role of marketing: the concept of market orientation, the globalization of markets and emerging values, new digital technologies.
• Understanding of customer behavior: analysis of customer needs; the customer's buying behavior, the marketing information system.
• Strategic marketing: market segmentation, market attractiveness analysis; the competitiveness analysis of the company, the target market and positioning strategies, the formulation of a marketing strategy.
• Operational marketing: new product launch decisions, brand management, distribution decisions, distributor brand, price decisions, marketing communication decisions.
• The globalization of the markets.
• Marketing and the digital world.
• The strategic marketing plan.

Extended Syllabus

• The traditional marketing concept: customer orientation; business integration; profitability target; strategic marketing and operational marketing.
• The evolution of the role of marketing: the concept of market orientation, the globalization of markets and emerging values, new digital technologies.
• Understanding of customer behavior: analysis of customer needs; the customer's buying behavior, the marketing information system.
• Strategic marketing: market segmentation, market attractiveness analysis; the competitiveness analysis of the company, the target market and positioning strategies, the formulation of a marketing strategy.
• Operational marketing: new product launch decisions, brand management, distribution decisions, distributor brand, price decisions, marketing communication decisions.
• The globalization of the markets.
• Marketing and the digital world.
• The strategic marketing plan.

Recommended Bibliography

Lambin, J. J. (2016). Market-driven management: marketing strategico e operativo. McGraw-Hill Education.
Erasmus students can take the exam referring to the following book: Dhruv Grewal, Michael Levy, M: Marketing, 5/e, 2017, McGraw-Hill.

Methods of Provision

Conventional

Teaching Methods

The teaching will take place through traditional lessons, in which theoretical explanations and exercises on the application parts will alternate, participatory analysis of business cases, testimonials from managers and entrepreneurs. In-depth material on the various topics will also be provided on the e-learning website (Moodle) of the course weekly, together with the slides used (weekly). This material, including the slides, must be used by attending students for a better understanding of the topics and reflections carried out in the classroom. In no way can they be considered sufficient for the preparation of the exam, for this a complete study of the textbook is required. For this reason, the material and slides will be made available only during the course and will be removed at the end of the course. Attending students are advised to study constantly in parallel with the course. In addition, attending students will be required to prepare and upload optional observation and commentary works to the e-learning platform, which are always useful for understanding the topics and for achieving the course's educational objectives. Non-attending students can study the topics using the course textbook.

Assessment Methods

The exam consists of a single written test. The written test is divided into multiple choice questions, "open" questions with predefined space and an exercise. The total points (30) will be divided on the basis of the questions present in the test by importance and extent and reported in the text of the task. The final score will be given by the sum of the arithmetic scores. There is no oral test. The duration of the written test is 1 hour.

The exam is aimed at ascertaining the knowledge of the topics listed in the official Program of the Course and refers to the content of the textbook indicated, without differences between attending and non-attending students. The exam, in addition to verifying the knowledge of the theoretical topics, has the aim of assessing the candidates' ability to comment on the theory and its methods in a critical way, to solve exercises and to verify the abovementioned training objectives. A correct use of the terminology and a clear and concise written presentation that shows the logical connections between the aspects considered is necessary to pass the exam.

Students who intend to take the exam are required to register beforehand online according to the rules set by the Faculty. The Professor does not accept registrations via e-mail. In the event of a computer system malfunction, the student can send an e-mail to the Educational Services of the Department, but always within the deadlines set for registration through Esse3.

Assessment:

Final Mark

Programme of Educational Activities

Start date of teaching period:

Monday, September 14, 2020

End date of teaching period:

Tuesday, December 15, 2020

Other Information