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The course aims include: -providing all the basic principles, theories, concepts of marketing; -demonstrating the relationship of marketing to other functions and processes in a business organization on an integrated basis; -providing real world examples of challenges and issues related to marketing; -and explaining and discussing important concepts and analytical tools in marketing.
The course introduces the concepts and the key decisions of the marketing management process. The role of marketing will be discussed and the analysing methods of the environment and the buying behaviour of the consumer will be illustrated. The marketing strategy, concerning the target market and the product or service positioning decisions, will be explained. Finally the students will study the marketing mix: product, placement, price and promotion.
The course introduces the concepts and key decisions that underlie the processes of marketing management: 1 . role of marketing in society and in the companies; 2 . the marketing information system 3 . marketing research 4 . the market share 5 . the buying behavior of the consumer 6 . markets and buying behavior of business to business 7 . the environment , social responsibility and ethics of marketing 8 . e-marketing and customer relationship management 9 . planning of marketing strategies 10 . target markets : segmentation and evaluation 11 . the marketing mix 12 . product concepts , branding and packaging 13 . the management, development and launch of new products 14. price decisions 15 . the strategies for setting prices 16 . the management of distribution channels 17. retail distribution 18. the integrated marketing communications and direct marketing 19 . advertising , sales promotion and public relations 20 . personal selling and sales management 21. the online marketing and multi-channel
Students can study using the text: R.A. Kerin, S.W. Hartley, E.N. Berkowitz, W.Rudelius, Marketing Ed. McGraw-Hill, 2015. - E. Corvi, (2015) Marketing Metrix, Compendio per il Corso di Marketing (dispensa integrativa per gli studenti del corso di Marketing).