Portale di Ateneo - En.Unibs.it

After studying this module the student should be able to:
a) understand the fundamental components of a market orientation and how each is related to customer satisfaction and retention;
b) synthetize the ways in which marketing metrics can measure marketing performance;
c) demonstrate a critical understanding of how each target segment presents its own set of marketing challenges;
d) explore the strategic scenarios in which a business can choose different segment strategies;
e) analytically investigate the strategic options available and the strategic choices marketing managers adopt to develop competitive advantage;
f) critically evaluate the product positioning and the brand management strategies.
Skills, qualities and attributes. After studying this module you should be able to:
a) critically reflect on your own learning in relation to a range of marketing processes, models and theories;
b) evaluate differing processes for measuring marketing performances and marketing strategies efficacy;
c) apply the principal techniques of market analysis and discuss their utility;
d) exhibit effective team working capabilities in a marketing project;
e) demonstrate enhanced analytical skills, oral and written communication skills in address of marketing issues, debates and challenges;
f) apply theory to situations and cases and forward arguments to justify or critique aspects of possible marketing strategies.