Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


MARKETING
MARKETING

A.Y. Credits
2018/2019 8
Lecturer Email Office hours for students
Barbara Francioni
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Foreign Languages and Cultures (L-11)
Curriculum: LINGUISTICO AZIENDALE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

The main goal of the course is to build up appropriate competences to understand the role of marketing within the processes of analysis, design and communication of value to customers.

In particular, the course aims to provide the basic knowledge about:

- the subject and the evolution of the marketing discipline;

- the different roles of marketing in the firm;

- models and operating techniques for the analysis of markets, which support the analysis and identification of value;

- processes and methodologies for the formulation of marketing strategy, which support the value design process;

- techniques and models for the formulation of marketing policies, which support the value communication process.

Program

The program includes a discussion of the following topics:

1. Basic principles of marketing management:

1.1 The marketing concept

1.2 The role of marketing in the value creation process

1.3 Subject and evolution of the marketing discipline

2. The marketing information processes:

2.1 The analysis of the competitive environment

2.2 The analysis of consumers

2.3 Methods and techniques for market research

3. The strategic marketing processes:

3.1 The marketing planning

3.2 Market segmentation and positioning

3.3 Product innovation and innovations in the value creation process

4. The operational marketing:

4.1 The management of product, price, communication and distribution policies.

Bridging Courses

No bridging courses.

Learning Achievements (Dublin Descriptors)

- Knowledge and understanding: students will acquire a good understanding of the main marketing activities involved in the process of analysis, design and communication of value to customers. Moreover, students will acquire an adequate competence in understanding factors affecting the different roles of marketing in the firm in order to proceed to the formulation of appropriate marketing strategies. Knowledge and understandingwill be fostered through classroom lectures and examples, as well as through discussions on specific marketing topics.

- Applying knowledge and understanding: students will have the critical abilities to analyse specific marketing problems and to develop a problem-solving ability by applying the conceptual models of marketing to the specific contexts. The development these competencies will be facilitated by classroom discussions of case-studies and seminar lessons.

- Making judgements: students will acquire the critical ability to judge and evaluate which marketing approaches and practices are more appropriate in different markets and firms’ contexts. Such results will be achieved mainly through the discussion of case-studies and the interaction with marketing manegers during the seminar lessons.

- Communication skills: students will be trained to express themselves in appropriate language and to be able to communicate with potential partners (managers, academics, experts , ...) using a clear and appropriate language. This ability will be solicited through discussions with the teacher and the marketing managers on various marketing topics.

- Learning skills: student will develop good independent learning skills that enable them to: - address the main marketing decisions within the firm and the related models for the evaluation of results; - undertake further individual paths of training ; - read and understand the specialized marketing literature. This will be solicited through the lectures and, above all, the seminar lessons and the in-depth material provided by the teacher on the blended platform.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Didactics, Attendance, Course Books and Assessment

Didactics

Lecturers; Slides and videos; Seminar lessons.

Attendance

No attendance.

Course books

G. Ferrero (a cura di), Marketing e creazione del valore, Giappichelli: Torino, 2018 (2a edizione).

It is also possible to prepare the exam through the following text:

P. Kotler, K.L. Keller (2012) Marketing Management, Prentice Hall (14th edition)

Assessment

Written test consisting of : open-ended questions, closed questions and questions concerning a practical exercise. Open-ended questions are designed to determine the overall knowledge and understanding skills of the students about the marketing concepts and methods. Moreover, these questions aims at verifying the students' ability to present their arguments in a strict and limited time, using appropriate language and identifying the essential elements for the exhibition. The closed-questions and the exercise are designed to ascertain the ability of the student to apply the theoretical marketing concepts to specific market situations. The maximum score for the test is 32 points, equivalent to 30 cum laude. The test is passed if students get a minimum score of 18. 

Additional Information for Non-Attending Students

Course books

G. Ferrero (a cura di), Marketing e creazione del valore, Giappichelli: Torino, 2018 (2a edizione).

It is also possible to prepare the exam through the following text:

P. Kotler, K.L. Keller (2012) Marketing Management, Prentice Hall (14th edition)

« back Last update: 06/10/2018

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