Degree in International Business Studies (Vicenza) (until 2008-2009)

Course not running

Marketing (fundamentals) - lezione 1

Course code
Name of lecturer
Paola Signori
Number of ECTS credits allocated
Other available courses
Academic sector
Language of instruction
1st semester dal Oct 2, 2006 al Dec 19, 2006.

To show the organization of the course that includes this module, follow this link * Course organization

Lesson timetable

1st semester
Day Time Type Place Note
lunedì 8:30 AM - 10:30 AM lesson Lecture Hall Vicenza  
giovedì 10:30 AM - 12:30 PM lesson Lecture Hall Vicenza  

Learning outcomes

The course gives an overview of the marketing principles underpinning marketing activities. This will help students in understanding the problems that an organization has to cope with the new global market and the stakeholders selling complex products and services.
In this context, students could learn how to develop and implement a marketing plan, which has to include both strategic and tactical aspects. The course focuses on main concepts like market’s analysis, segmentation, positioning, targeting, marketing mix.

Reference books
Author Title Publisher Year ISBN Note
BORGHESI A. (a cura di) Marketing (fondamenti). Supporti didattici per gli studenti del corso di Marketing (fondamenti) QuiEdit 2005 (tutto)
LAMBIN J.J. Marketing strategico e operativo McGraw-Hill 2004 8838661715 capitoli dall’1 all’8 compresi

Assessment methods and criteria

The examination consists of a written and oral exam.
For further information see the teacher’s website.

Teaching aids


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