Study-unit MARKETING
| Course name | Business administration |
|---|---|
| Study-unit Code | 20004006 |
| Location | PERUGIA |
| Curriculum | Economico e manageriale |
| Lecturer | Marina Gigliotti |
| Lecturers |
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| Hours |
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| CFU | 6 |
| Course Regulation | Coorte 2017 |
| Supplied | 2019/20 |
| Supplied other course regulation | |
| Learning activities | Caratterizzante |
| Area | Aziendale |
| Sector | SECS-P/08 |
| Type of study-unit | Obbligatorio (Required) |
| Type of learning activities | Attività formativa monodisciplinare |
| Language of instruction | Italian |
| Contents | The course addresses the ideological, strategic and operational dimensions of marketing. After an analysis of the main foundations of marketing, in the course the evolution of the marketing concept is presented. The module then addresses the strategic marketing, in its analytical and decision dimensions. Particular focus is given to the study of the marketing mix |
| Reference texts | Mattiacci A., Pastore A., Marketing. Il management orientato al mercato, Hoepli, 2013. only the chapters: 6, 9, 10, 12, 13, 14, 15, 17, 18 and the sections: 19.2, 20.1, 20.2, 20.3, 20.4 For Erasmus students: Kotler P, Marketing Manager, 14th edition for the following chapters: 6, 8, 9, 10, 12, 14, 15, 16 17, 18 and 19 |
| Educational objectives | The Learning outcomes of the course are: - To know market driven management To know main consumer behaviors trends - To identify target segments and positioning drivers - To build and implement a marketing mix plan |
| Prerequisites | The student must know the strategies and main tools of firm management. This knowledge is considered acquired within the course of Business Management. |
| Teaching methods | Face-to-face Case studies Project work Seminars |
| Other information | The course is on first semester (September-December 2019). For the teaching activities please consult the webpage of the Department of Economics http://www.econ.unipg.it/didattica/sede-di-perugia/corsi-di-laurea-triennale-in-economia-aziendale/orario-delle-lezioni |
| Learning verification modality | Written Exam The written test consists of four open-ended questions regarding the teaching material mentioned in the program. The duration of the written exam is 1 hour. Erasmus students can choose for an oral exam in Italian or English language |
| Extended program | 1. Fundamentals of Marketing 2. The evolution of the marketing concept 3. Market Driven Management 4. Consumer behavior 5. Segmentation and Positioning 6. Product 7. Price 8. Promotion 9. Distribution |