MARKETING

Single discipline educational activity

Course Sheet

Course code:

00070L

Academic Year of enrolment:

2018

Year of supply:

2019/2020

Type of Course:

Characterising

Degree:

Course of 2nd Cycle Degree in BUSINESS ADMINISTRATION

Disciplinary Sector:

Corporate Finance

Location:

Credits:

Programme Year:

Professor and Collaborators:

PINO Giovanni

Cycle:

Second semester

Hours of classroom activity:

Individual study hours:

153

Prerequisites:

Although there are no specific requisites for this unit, the ability to read and understand documents written in English would facilitate the achievement of the learning objectives.

Objectives

The Marketing unit will allow students to acquire basic competences related to this discipline that they could refine with ad hoc training programmes, but, at the same time, apply to relatively simple entrepreneurial contexts. This unit aims, in particular, to provide students with: a) a clear view of the theoretical foundations of marketing and its practical implications; b) the tools needed to analyze problems marketing-related problems and propose operative solutions; c) essential skills to use statistical software and methodologies to analyze primary and secondary data.

Contents

The Marketing unit aims to illustrate the basic principles and logics of this discipline as well as its reflections on the entrepreneurial world and the modern social contexts. This unit intends to engage students in a learning process that addresses the theoretical notions of this discipline and, at the same time, provide them with the opportunity to apply those notions to real cases. Special attention will be devoted to the analysis of consumer behavior (and sustainable consumption models), marketing communications strategies (especially digital marketing communications), and marketing research methodologies.

Extended Syllabus

1. THE NOTIONS OF “MARKETING” AND “STRATEGIC MARKETING PLAN”
Definitions, structure, contents.

2. THE ANALYSIS OF MARKETS AND MARKETING RESEARCH
The Marketing Information System; the analysis of the macro-environment and market demand; techniques to analyze data.

3. THE RELATIONSHIP WITH CUSTOMERS
B2C and B2B marketing; consumption behavior and purchase decision process; segmentation, targeting, and positioning.

4. BRANDING STRATEGIES
The value of brands; differentiation strategies and brand positioning.

5. THE OFFERINGS
Products; services; pricing policies.

6. THE DISTRIBUTION OF VALUE
Marketing channels; the management of marketing channels; logistics.

7. COMMUNICATING VALUE
Marketing communications; the target audience; the marketing communications plan; advertising, promotions, sponsorship, pubblic relations, word-of-mouth; digital marketing.

8. INNOVATING OFFERINGS
The genesis of new ideas; the creation of new products; the adoption of new products.

9. MEASURING AND CONTROLLING MARKETING PLANS
Efficiency and profitability control; marketing metrics.

Recommended Bibliography

Kotler, P., Keller, K., Ancarani, F., Costabile, M. (2016), Marketing Management, Pearson Italy, ISBN: 9788891902405 (15th edition). Powerpoint slides provided by the instructor.

Methods of Provision

Conventional

Teaching Methods

Frontal lessons; practical sessions with statistical software; analysis of case studies and articles published in scientific journals.

Evaluation methods

Verification of learning:

The final grade will be expressed in /30. The students will be assessed through an intermediate assignment and two final assignments. Furthermore, practical sessions will allow them to acquire a maximum of two bonus points that will be added to the final grade.
Intermediate assessment: Preparation of a poster related to a project work (team work with a maximum of six members), corresponding to the 3% of the final grade.
Final assessment: 1. Project work (in-class presentation) corresponding to 30% of the final grade; 2. Written exam (test with open-ended and multiple-choice questions) corresponding to 70% of the final grade.

Contacts/More Information

Non-attending students will undertake a written exam (corresponding to 100% of the final grade). There is no specific program for Erasmus students.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

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