This unit of study aims to analyze the role of marketing for the value creation and to examine the analytical and strategic marketing dimensions(analysis of customer's needs, market dimension forecast, competitive analysis, market segmentation and competitive positioning process) and the marketing mix dimensions (product, price, place, promotion).
Course Content
The course aims at analysing the decisions of strategic marketing and of marketing mix. The first part of the course focuses on the following issues: marketing and market-orientation, the analysis of the demand and of consumer behaviours, market segmentation, competitive positioning and marketing information system. The second part of the course examines the decisions of product, place, promotion and price.
Burresi A., Aiello G., Guercini S., (a cura di), Marketing per il governo di impresa, 2014, Giappichelli
Learning Objectives
The course pursues the development of:
- a market orientation
- the ability to manage relationships between companies and the market
- Expertise in terms of choices of product, price, distribution and communication
- knowledge of the main methods of market analysis
Prerequisites
To support this exame, the student must have passed the basic exame of Management
Teaching Methods
-Lectures
- Corporate Testimonials
- Discussion of cases and videos on topics under study.
Type of Assessment
The final exam is composed by: a)multiple choice and/or open ended questions and b) oral examination - if point a) is passed.
Type of Assessment
Oral exame
Course program
- The concept of marketing: the ideological,analytical and operational dimensions
- The evolution of the concept of marketing: product orientation, production orientation, sales orientation, market orientation (market driver management)
- Analysis of consumer behavior: the concept of need, the main approaches to the study of the purchase and consumption
- The market segmentation and competitive positioning: the segment, the segmentation process, the choice of competitive positioning, the analysis of attractiveness (life cycle of product)
- The marketing information system: the role of information, the structure of the marketing information system, qualitative research, quantitative research
- The policy of product: the concept of product , product innovation, the development process of the new product
- The policy of distribution: the distribution channels, the hedging strategies, communication strategies with intermediaries, the organization of sales
-the policy of communication: corporate communication, marketing communication, forms of communication, the advertising campaign
-the politicy of price: price and cost, price and demand, price competition
- The strategic marketing plan: articulation, analytical tools and operational choices.