Bachelor's degree in Business Administration (Verona)

Course partially running (all years except the first)


Course code
Name of lecturer
Barbara Gaudenzi
Barbara Gaudenzi
Number of ECTS credits allocated
Academic sector
Language of instruction
First semester bachelor degree dal Sep 16, 2019 al Jan 10, 2020.

Lesson timetable

Go to lesson schedule

Learning outcomes

This Marketing course will cover marketing under analytic-strategic-operational perspectives to understand the implementation of marketing processes. The student will learn why and how 'Marketing' is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. This course seeks to teach students marketing concepts, often by having them actually “do marketing”—by putting them in the shoes of a marketing manager facing actual marketing decisions. At the end of this course, students will be able to apply marketing concepts to solve real problems, and to create a marketing plan for a virtual or a real case. This application will enable students to conduct an environmental scanning, analyze markets and consumer behaviours, take strategic and operational decisions and measure their results.


Main topics:

- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Developing New Products and Services
- Managing Successful Products and Brands
- Building the Price Foundation
- Managing Marketing Channels and Wholesaling
- Personal Selling and Sales Management
- Integrated Marketing Communications and Direct Marketing
- Advertising, Sales Promotion, and Public Relations
- Implementing Interactive and Multichannel Marketing
- The Strategic Marketing Process and Marketing Plan
- Two case studies.

Text (in Italian language):
Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius, Luca Pellegrini, “Marketing” The McGraw-Hill, 2010 (second edition). Chapters 3, 5, 7, 8, 9, 11, 13 and 21are excluded.

The book is also available in a customized version, which contains only the selected chapters:
Gaudenzi Barbara, Marketing, Edizione Create-McGraw Hill, a.a. 2019/2020.

The course is structured in lessons and practical cases presented by invited companies.

Reference books
Author Title Publisher Year ISBN Note
Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319 Libro di testo: Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius, Luca Pellegrini, “Marketing” The McGraw-Hill, (ultima edizione): il testo è da preparare tutto, ad eccezione dei capitoli 3, 5, 7, 8, 9, 11, 13 e 21. Il libro di testo è disponibile in libreria in una versione personalizzata contenente i soli capitoli in programma: Gaudenzi Barbara, Marketing, Edizione Create-McGraw Hill, a.a. 2019/2020.

Assessment methods and criteria

The exam is written.
The written exam consists of a business case structured with open questions, where students provide both practical and theoretical solutions to the specific questions provided.
The oral exam could be required by the teacher for those students which passed the exam with a mark that must be confirmed.

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