Personal and Intellectual Autonomy: Be open to new ways of thinking and appreciate the importance of intellectual curiosity and reflection as the foundation for continuous learning. Research and Inquiry Identify, define and analyze problems and recommend creative solutions within real-world constraints. Apply economic, political, legal commercial and business theories and concepts to problems and practice. Develop coherent arguments when recommending solutions and critically evaluating theories in major fields of study. Ethical, Social and Professional Understanding: Work with people from diverse backgrounds with inclusiveness, open-mindedness and integrity. Information Literacy: Conduct research using archives, libraries, the web and other sources of information

• Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonomy of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context.

The course will be divided into two main parts. The first part discusses Strategic Marketing, namely the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. This part mainly deals with STP strategy (Segmentation-Targeting-Positioning). However, students will be provided also definition of consumer behavior and marketing research. The second part discusses Tactic Marketing, namely the tools and the techniques that marketing management can take in order to practically perform the strategy. In particular this part will deal with the 4Ps of Marketing (Product-Price-Promotion-Placement) The course will also be integrated by two types of teamwork: presentation and discussion of case studies in class (students divided in groups will prepare a short written report on a given case study, and some of the groups will be selected to present and discuss their report orally in class; all reports will be evaluated), and preparation of a Marketing Challenge, under the teacher’s guidance, over a concrete company chosen by the teachers and presented at the beginning of the course to all students. The best project for each canal will be selected at the end and the group will present it at the presence of the managers of the company under study

Kotler, Keller, Chernev, “Marketing Management: Global Edition“, 16th edition, Pearson. (There are a few differences in different editions of the course book. You can also study from other editions) The precise chapters for attending students will be communicated at the beginning of the course. The program for non attending students will include the entire textbook. Students will be provided with a list of case studies on which groups will have to provide written reports that will be discussed in class

Frontal lessons, case discussions, team work assignments and presentations

For attending students: The student will be evaluated as follows: 1. Written reports on three case studies and oral presentation in class: 30% of the final grade. Through this activity, the ability to communicate, both in written text and orally, using an economic and business-oriented language as well as the ability to apply skills and competencies acquired during the course will be evaluated. 2. Marketing Challenge, to which the groups will work throughout the semester and for which inputs will be provided at the beginning of the course: 35%. Through this activity, the ability to solve a concrete marketing problem applying concepts and tools learned in class, as well as the ability to imagine creative solutions, will be evaluated. 3. Final exam: 35% of the final grade. Through this activity, knowledge and comprehension skills and competencies will be assessed. In order to be considered an attending student, you must be part of a group and you must participate in groupwork. If you choose to take the exam as a nonattending student, you will only take the final exam which will count for 100% of the total final grade. The program for nonattending students includes all chapters from the textbook plus the case studies. The list of case studies will be provided at the beginning of the course. Groupwork: each group will have to work on a concrete marketing problem (The Marketing Challenge) which will be the same for all canals and which will be presented at the beginning of the course. In addition, each group will work on a series of case studies for which groups will have to prepare short written reports to discuss in class. All the details will be provided at the beginning of the course. Both the Marketing Challenge and the reports on case studies will be evaluated based on: Originality and rigor Clarity Completeness (for discussions): ability to correctly apply theoretical analysis to the concrete examples Ability to involve the class in the discussion Creativity Final Exam Information: the final exam will be composed of a mix of open questions, multiple choice and open answer questions, through which the student will have to show to know theoretical concepts, to know how to apply them to real world cases, thus demonstrating that he/she has acquired a good study method and the ability to learn, both necessary to continue autonomously the study of the subject matter. The number of questions within each typology will be decided by the instructor during the course and it will be communicated to students before the exam. In order to pass the exam, it is necessary that the student gets at least 18/30 in each of the aforementionted activities. The correct answer to all multiple choice questions, the demonstration of an excellent knowledge in open questions and the correct resolution of exercises leads to getting 30/30 with the possible awarding of cum laude. An extra 0.5 point will be awarded to those students who attend at least 90% of classes and actively participate in the course by interacting with the instructor.

The criteria for thesis assignment will be communicated at the end of the course.