This subject aims to offers students an overview of the theoretical foundations of marketing and, at the same time, it aims to provide students with practical knowledge that can be used in this professional area. This subject aims, in particular, to develop the following skills:

a) comprehension skills: during the lectures, students will be stimulated to analyze in detail some of the main problems faced by marketing specialists – e.g. branding decisions, product positioning, distribution choices – and to interpret in a critical way information that specialists use in their decision-making processes;

b) ability to use knowledge: this unit will devote special attention to the practical application of the theoretical principles presented during the lectures. Toward this end, students will discuss examples drawn from the marketing literature and will engage in practical exercises using free online tools for information analysis;

c) ability to draw conclusions (independent judgment): an in-depth analysis of multiple case studies will help students consolidate their ability to critically judge marketing orientations and decisions. Toward this end, both successful and unsuccessful marketing case studies will be examined;

d) communication skills: this unit will lead students to familiarize with the terminology that marketing specialists commonly use. The unit will pay special attention to the development of communication skills (both oral and written). To this end, students will be involved in case study discussions, group presentations, and the creation of written reports;

c) learning ability: Marketing Principles intends to prepare students for learning (and using) theoretical and practical tools that support managerial decisions strictly concerning marketing and, in a broader sense, business disciplines. The course aims, in particular, to facilitate the learning processes that students undertake at the beginning of their professional training and increase the effectiveness of such processes.