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

Marketing is a course designed to present – in a variety of formats – an overview of marketing theory and principles to both marketing and non-marketing majors. The class challenges students to explore the business implications of marketing and to apply their understanding to real-world situations. There are seven (7) key Learning Objectives for this course which connect back to our Luiss Program goals: 1. Identification of markets and market segments 2. Components of a marketing strategy 3. Role of marketing research 4. Application of the product life-cycle concept to planning 5. Setting prices 6. Role of promotion (advertising, personal selling, sales promotions, Internet) 7. Role of intermediaries and supply-chain management

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

Solomon, Marshall & Stuart – Marketing: Real People, Real Choices, 11th edition (2020)

Lectures (40%), Teamwork presentations (40%), Case study discussions (20%)

(1) 40% from your scores on one required written Exam; (2) 30% from the Mid-term; (3) 30% from Team Case Analysis and Presentation;

N.A.