MARKETING
Instructional goals
Explains the role of marketing in the U.S. and EU economy and within the firm, including the interaction of marketing with other business functions, as well as with society. The course introduces students to the concepts, methods, and activities that comprise modern marketing management and provides examples as well as experiences analyzing and addressing marketing issues. Marketing focuses on the components of marketing strategy
Prerequisites
N.A.
Course Contents
1. Global Marketing
2. Sustainable Marketing
3. Marketing Strategy
4. Marketing Research
5. Consumer Behavior
6. STP
7. Brand management
8. Product Management
9. Pricing Strategies
10. Distribution strategies
11. Marketing Communication
12. Influencer Marketing
Reference Books
Solomon, Marshall & Stuart – Marketing: Real People, Real Choices, 11th edition (2020)
Teaching Methods
Lectures (40%), Teamwork presentations (40%), Case study discussions (20%)
Assessment Method
(1) 40% from your scores on one required written Exam; (2) 25% from the Team Project Presentation; (3) 25% from Team Case Analysis and Presentation; (4) 10% Participation and In-class Activities
Thesis assignment criteria
N.A.
Week 1 Contenuto sessioni on line e on campus
Introduction to the Course and Understand Value Proposition Ch1
Week 2 Contenuto sessioni on line e on campus
Ch 2: Marketing Environment
Ch 3: Strategic Market Planning
Week 3 Contenuto sessioni on line e on campus
Ch 4: Market Research
Week 4 Contenuto sessioni on line e on campus
Ch 5: Big Data
Ch 6: Consumer Behavior
Week 5 Contenuto sessioni on line e on campus
Ch 7: Segmentation, Targeting and Positioning (STP)
Business Case Presentations
Week 6 Contenuto sessioni on line e on campus
Ch 8: Product Management
Business Case Presentations
Week 7 Contenuto sessioni on line e on campus
Ch 9: Brand Management
Business Case Presentations
Week 8 Contenuto sessioni on line e on campus
Ch 10: Pricing Strategies and Psychology of Pricing
Business Case Presentations
Week 9 Contenuto sessioni on line e on campus
Ch 11 & 12: Distribution Strategy
Business Case Presentations
Week 10 Contenuto sessioni on line e on campus
Ch 13: Communication Strategy
Business Case Presentations
Week 11 Contenuto sessioni on line e on campus
Influencer Marketing
Business Case Presentations
Week 12 Contenuto sessioni on line e on campus
Wrap up and Q&A