The aim of the course is to analyze the importance of marketing function within modern businesses. In particular, it will be observed how marketing creates value. The first part of the course will focus on the main functions co-existing within a business. The second part will instead focus on marketing strategies. The marketing mix (product strategies, pricing strategies, placement strategies and promotion strategies) will be explored in detail.
Slides provided by the professor
&
Blythe, J., Cedrola, E., e Martin, J. (2006). Fondamenti di marketing (VI Edizione). Pearson Italia
(except: cap. 2 -pp.27-54; cap. 5 -pp.123-150; cap. 11 -pp.309-336; cap. 12. -pp.337-390).
Learning Objectives
Increasing students' capabilities to interpret businesses and markets, developing marketing strategies, creating shared value, identifying the best product/price combinations, marketing communication strategies.
Prerequisites
None
Teaching Methods
Front Lessons
Further information
Additional material is available in a shared Google Drive folder. Students may access the folder with their @unifi email.
Type of Assessment
Oral exam
Course program
The course consists of 12 lessons
Lesson 1 - What is a business?
Lesson 2 - The main players existing in the business environment
Lesson 3 - Businesses' functional areas
Lesson 4 - The importance of marketing department in modern businesses
Lesson 5 - Consumers' behavior
Lesson 6 - Segmentation strategies and marketing research
Lesson 7 - The marketing mix
Lesson 8 - Product Lifecycle Management (PLM); New Product Development (NPD); Branding; Design Process in Product Development
Lesson 9 - Pricing strategies
Lesson 10 - Retailing and visual/digital merchandising
Lesson 11 - Promotion strategies and marketing communication
Lesson 12 - Customer Relationship Management (CRM) and digital marketing