The Marketing course presents the fundamentals of marketing management, and therefore models, processes, tools and techniques that accompany the analysis, decisions and operational management of marketing. The aim of the course is to provide students with essential marketing knowledge, without however limiting themselves to their introductory discussion, but by deepening the numerous multidisciplinary references that allow them to deal rigorously with the management of exchange processes, the market and competition. A rigor that is also pursued through analytical and quantitative insights into the tools that qualify contemporary marketing management. The didactic positioning of the course, therefore, is defined by the objective of training both students interested in acquiring the background necessary to follow subsequent advanced and specialization courses on marketing and students who intend to follow a training course on other areas of business and organizations in general, i.e. opting for advanced management courses.

No specific prior knowledge is required. In any case, familiarity with the basic concepts of economics and statistics is certainly useful for increasing the "absorbing capacity" and making the learning process of theories, models, tools and techniques on which the course of Marketing focuses.

Marketing management is a set of processes aimed at creating economic and social value for consumers, citizens, businesses and organizations. The contents of the course concern both analytical processes and decision-making processes (strategic and operational) as well as activities for the realization, measurement and control of economic and competitive performance. Starting from the meaning of marketing, both as a scientific discipline and as a "vital" function of companies and organizations, the course focuses on the analysis of demand, research, marketing strategies, management of the main marketing processes and some “special” themes, that is of particular relevance and topicality. In further detail, the course is aimed at developing the student's ability to understand: • How firms can analyze market demand; • The dynamics of the purchasing behavior of consumers, individuals, families and organizations and those underlying the development of relationships with customers; • The logic and methods by which marketing research is conducted, in the broader information system on customers and competitors; • The process of analyzing and defining marketing strategies with reference to the segmentation-targeting-positioning trilogy; • The management of products, brands, distribution channels, marketing communication and pricing policies; • Marketing planning models and processes; • Approaches and models to manage the “digital transformation” of marketing management.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management 16ed.(16). Harlow: Pearson. Additional materials will be provided by the teacher

• Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously. • Asynchronous lessons (video pills): on some topics, indicated in the lesson calendar, a 10-minute video will be made available to students containing a “didactic pill” on the main contents of the indicated topic. Students are asked to watch the short video before the lesson, which will be conducted considering that all have had a careful exposure to the contents of the "teaching pill" and therefore have already learned its contents. • Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding. • Guest speaker speeches: some webinars are planned, which will also be attended by students from other channels, which will host the speeches of important exponents of the marketing community (often Luiss graduates who hold top positions of responsibility in their respective organizations), who will share their experience and their vision on the phenomena studied in the course. • Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only).

ATTENDING STUDENTS: 1. Report on case study (teamwork) 30% 2. Business Challenge (teamwork) 35% 3. Final exam (individual) 35% NON ATTENDING STUDENTS: Final exam (written + oral exam): 100%

To request the thesis, the candidate must submit a proposal (max 2000 words) in which he describes his curriculum studiorum (exams and marks passed/missing), the topic/topics of interest and the bibliographic references or practical cases that he/she wants to deepen. The assignment is recommended for students who have a maximum of 3 exams left. Each topic of interest to the student will be evaluated by the teacher with the utmost availability. Depending on the theme chosen, the candidate will have to choose between the development of a thesis based on a review of scientific literature and an applicative case study or on an experimental thesis.