Bachelor's degree in Business Administration (Vicenza)

Marketing

Course code

4S00389

Name of lecturer

Paola Signori

Coordinator

Paola Signori

Number of ECTS credits allocated

6

Academic sector

SECS-P/08 - MANAGEMENT

Language of instruction

Italian

Site

VICENZA

Period

primo semestre (lauree) dal Sep 28, 2020 al Dec 23, 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.

Syllabus

The 2020/21 Marketing course (in Vicenza) will cover the following topics:
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Scanning the Marketing Environment
- Building an effective marketing plan
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Managing Successful Products and Brands
- Setting the Final Price
- Managing Marketing Channels and Supply Chain
- Personal selling and Sales Management
- Advertising, Sales promotion and public relations
- Digital marketing: e-commerce and social media
- Implementing Interactive and Multichannel Marketing
Practice Marketing: business game online.
Case studies.

Frontal lessons will be given in Italian with the support of some video cases in English.

Assessment methods and criteria