Study-unit MARKETING
| Course name | Business administration |
|---|---|
| Study-unit Code | 20004009 |
| Location | TERNI |
| Curriculum | Comune a tutti i curricula |
| Lecturer | Marina Gigliotti |
| Lecturers |
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| Hours |
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| CFU | 9 |
| Course Regulation | Coorte 2021 |
| Supplied | 2023/24 |
| Supplied other course regulation | |
| Learning activities | Affine/integrativa |
| Area | Attività formative affini o integrative |
| 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, Seconda edizione, 2021. Only the following chapters: 2, 3, 5, 6, 8, 9, 10, 11, 12, 14, 15, 16, 17, 22 |
| 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 (February-May 2024). For the teaching activities please consult the webpage of the Department (Terni) |
| 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 | - Fundamentals of Marketing - The evolution of the marketing concept - Market Driven Management - Marketing research - Consumer behavior - Segmentation and Positioning - Product - Price - Promotion - Distribution |