Portale di Ateneo - En.Unibs.it

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