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.

• Knowledge and understanding: At the end of the course the student will have developed the ability to present the analytical, strategic and operational principles of marketing and the role of marketing in organizations. This ability will be mainly acquired through synchronous and asynchronous lessons. • Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of marketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on the projects envisaged in the program. • Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution. Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work. • Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work, and in particular through the oral presentations associated with these. • Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of marketing and to adapt them to the specificity of the reference context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method.

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 typicality. 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., Chernev, A. (2024), Marketing Management, 16a, Pearson.

• 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. • 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).

1. Report on case study (groupwork) 30% 2. Business Challenge with a company (groupwork) 35% 3. Final exam (individual) 35%

To request the thesis, the candidate must submit a proposal (max 2000 words) which the professor will carefully assess