Marketing

The course emphasizes fundamental marketing management concepts and their application in customer-centric organizations. Following an introduction to marketing as a discipline, business function, and profession, the curriculum examines key aspects of the marketing process: analysis of the marketing environment, formulation and design of marketing strategies, and activation of marketing strategies through the marketing mix. Specific attention will be paid to the alignment of marketing activities with organizational goals, the use of marketing plans to guide decision-making, and the development of distribution strategies, communication plans, product and service decisions, innovation processes, and pricing approaches.

The course covers the following topics.

Part I: Introduction to marketing

• Marketing as a function, discipline, and profession
• History of marketing and marketing concept
• Expansion of marketing 

Part II: The value of strategy in marketing management

• Steps of the strategic marketing process
• Marketing intelligence
• Consumer centricity in marketing
• Customer behaviour and decision journey: consumer (B2C) vs. business (B2B) markets
• Forms of competition and competitor strategies
• STP marketing strategy framework: segmentation, targeting, positioning

Part III: Marketing planning and analysis

• Marketing plan
• Quantitative analysis of demand 

Part IV: Key marketing functions

• Marketing channels decisions
• Wholesaling and Retailing
• Integrated Marketing Communications (IMC)
• Products and services
• New product development
• Pricing strategies

• Gain a comprehensive understanding of the marketing management process and the role of marketing within society;
• Identify the specific features of marketing and its contribution to value creation for firms, customers, and society;
• Understand the strategic approaches and operational tools in marketing;
• Recognize customer centricity as a strategic managerial philosophy;
• Achieve an integrated understanding of the marketing management process as it operates within organizations;
• Apply marketing concepts, tools, and frameworks through interactive class activities, business simulations, and real-world cases;
• Identify pathways for further study and professional development within marketing function.

• Industria, innovazione e infrastrutture

In presenza

Face-to-face lectures, in-class discussions, presentation of real-life cases, in-class individual or group work exercises.

The course is evaluated on the basis of a final written exam (100%).

Active class participation during dedicated individual and group exercises will earn extra points toward exam evaluation.