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Marketing e comunicazione - ENG

Rebecca Pera
Course Code: E0361
Subject code: SECS – P/08
8 ECTS – 64 hours
Location: Casale Monferrato

Educational aims

The course aims to provide the students with a theoretical and methodological framework in order to analyze problems and decisions in marketing and communication. The perspective that is used is market oriented trying to overcome the traditional 4Ps paradigm (Product, Place, Price, Promotion). The course takes into account the Business to Consumers market (B2C) from an intercultural point of view.
The first part of the course examines the role of marketing and communication in organizations and studies consumer behaviour and its relation with company’s stimuli.
The second part is dedicated to the design of a marketing strategy and to the analysis of potential segments’ attractiveness.
The third part focuses on the marketing plan execution and on the most significant decisions of operative marketing.


First part – Marketing in companies and in the economy
Market orientation in a discontinuous environment
Consumer behaviour analysis
Second part – Strategic marketing and communication
The analysis of needs through segmentation
Strategy choices
The strategic marketing plan
Third part – Operative marketing
The launch of new products
Brand’s management
Communication models through a multydisciplinary perspective
The actors in a communicational process: sender, receiver, channels, context and message
Creativity in marketing and communication
The design of a promotional campaign 

No specific prerequisites is required

Course texts
Lambin, J.J. (2012). Marketing strategico e operativo. Market–Driven management. Milano: McGraw-Hill, 6 ed.

Suggested texts
Kotler, P. & Armstrong, G. (2006). Principi di marketing. Milano: Pearson Education Italia s.r.l. (11a ed.)
Kerin, A. R.& Peterson, R.A. (2004). Strategic Marketing Problems. Cases and Comments. Upper Saddle River, New Jersey: Pearson Education Inc. (10a ed.)
Anolli, L . (2006). Fondamenti di psicologia della comunicazione. Il Mulino, Bologna
Pera, R. (2005) Intuizione creativa e generazione di nuove idee. La creatività e l’innovazione nell’individuo e nelle organizzazioni” Utet libreria, Torino
Pera, R (2012) Facilitare l’innovazione. Torino: Espress Editore

The program includes all the teaching material used (slides, exercises, additional material) provided
on the web page of the course at the URL:


Teaching methods
Frontal lectures and exercises.

The examination is written and consists of open-end questions.
The evaluation obtained in the written exam can eventually be integrated with an oral examination, that can improve (or worsen) the score by a maximum of 3 points. The oral examination is allowed when the student has passed the written exam (with a minimum score of 18/30) and can be sustained only on the first date indicated for the exam registration following the successful written exam.