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The Marketing course can not be rationally addressed without the knowledge of the contents given in the course of Cost Analysis and Accounting. In their interest, it is therefore strongly recommended that students do not take the exam until after passing the aforementioned exam.
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.
1. Creating Customer Relationships and Value through Marketing 2. Developing Successful Organizational and Marketing Strategies Building an Effective Marketing Plan 3. Scanning the Marketing Environment 4. Ethical and Social Responsibility in Marketing 5. Understanding Consumer Behavior 6. Understanding Organizations as Customers 7. Marketing Research: From Customer Insights to Actions 8. Market Segmentation, Targeting, and Positioning 9. Developing New Products and Services 10. Managing Successful Products, Services, and Brands 11. Building the Price Foundation 12: Arriving at the Final Price 13. Retailing and Wholesaling 14. Integrated Marketing Communications and Direct Marketing 15. Advertising, Sales Promotion, and Public Relations 16. Personal Selling and Sales Management
Erasmus Students can study using the text Marketing 11th Edition by Roger Kerin, Steven Hartley, William Rudelius (Author) ISBN-13: 978-0078028892 These students should, in any case, very soon, communicate to the teacher their intention to take the exam in English.
The teaching will be divided into theoretical lessons, aimed at the conceptual framework of the subject matter, in a series of quantitative exercises and in some testimonies. The constant study is recommended in parallel with the course.
Erasmus students must contact the teacher to define, before the exam, whether they will support it in English or in Italian. For these students the exam includes a written test lasting 60 minutes, consisting of two questions (each question is worth a maximum of 15 points.
Erasmus Students can should study using the text Marketing 11th Edition by Roger Kerin, Steven Hartley, William Rudelius (Author) ISBN-13: 978-0078028892 These students should, in any case, very soon, communicate to the teacher their intention to take the exam in English.