Marketing management
Prof. Annalisa Tunisini; Prof. Chiara Cantù
COURSE AIMS
Marketing is all about creating customer value and building profitable customer relationships. The course offers an understanding of marketing management processes. In particular the course offers the main interpretative frameworks and application tools to let the understanding of the consumer needs and wants, to support the deciding of the best target markets and to formulate an effective value proposition by which the company can attract, keep and grow targeted customers.
COURSE CONTENT
–Marketing: Creating and Capturing Customer Value.
–Company and Marketing Strategy: Partnering to Build Customer Relationships.
–Analyzing the Marketing Environment.
–Managing Marketing Information to Gain Customer Insights.
–Understanding Consumer and Business Buyer Behavior.
–Customer-Driven Marketing Strategy: Creating Value for Target Customers.
–Product Services and Brands: Building Customer Value.
–Developing New Products and Managing the Product Life-Cycle.
–Pricing: Understanding and Capturing Customer Value.
–Marketing Channels: Delivering Customer Value.
–Retailing and Wholesaling.
–Communicating Customer Value: Advertising and Public Relations.
–Sustainable Marketing: Social Responsibility and Ethics.
–Marketing Plan.
READING LIST
G. Armstrong-P. Kotler, Marketing. An Introduction with MyMarketingLab, Global Edition, 11th Edition, 2012, ISBN-13: 9780273767282 (chapters 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11,12, 16, Appendix 2: Marketing Plan)
Students are encouraged to read the cases described in the different chapters of the book for a better understanding of the concepts introduced and discussed.
Articles and other integrative documents will be provided and discussed by teachers during the lessons.
TEACHING METHOD
Interactive lessons, analysis and discussion of case studies, application of marketing conceptual through a research project and practical tools.
ASSESSMENT METHOD
The exam is written and based on open questions finalized to collect the level of understanding of the fundamentals of the discipline and of main conceptual and practical tools and application models. A good result in the exam is a precondition for a successful access to Marketing courses in the second degree programs.
The mark obtained in the written exam can be integrated (choice of the student) with an oral test that can be done exclusively the day of the verbalization of the written exam.
There will be a mid-term test, according to the academic calendar, and this test will be structured as described above. The mid-term test will be integrated with a final test on the contents of the second part of the course. The questions in the mid-term test will recall topics discussed during the lessons. The mid term text and research project are reserved for attending students.
NOTES
Attendance is strongly recommended.
Further information can be found on the lecturer's webpage at or on the Faculty notice board