Bachelor's degree in Business Administration (category 17) (until 2008-2009)

Course not running

Marketing (fundamentals) - lezione 1

Course code
Name of lecturer
Paola Signori
Number of ECTS credits allocated
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
mercoledì 1:30 PM - 3:30 PM lesson Lecture Hall A  
venerdì 1:30 PM - 3:30 PM lesson Lecture Hall A  

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 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 operatives aspects. The course focuses on strategic issues like market’s analysis, segmentation, positioning, targeting and the relationship between marketing and logistics. The operations, techniques and methods of the marketing management are moreover analysed.


Teaching Methods: Frontal lessons in Italian.

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
BORGHESI A. Marketing-Logistica Giuffrè 2006 cap. 6 + appendice
LAMBIN J.J. Marketing strategico e operativo McGraw-Hill 2004 8838661715 (fino al capitolo 8 compreso)

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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