Marketing 8 cfu- eng

MARKETING

Prof. Antonella Capriello
Course Code: E0092
Subject code: SECS – P/08
8 ECTS –64 Hours
Location: Novara


•    Course Language
Italian

•    Course Content
First Part – Marketing and Economics
Secondo Part – Strategic Marketing
Third Part – Operational Marketing

•    Course Texts
Lambin, J.J. (2012). Marketing strategico e operativo. Market –driven management. Milano: McGraw-Hill,6a ed.

•    Educational aims
The course aims to supply knowledge and practical skills to analyse and solve problems related to strategic marketing and operational decisions. The perspective is market oriented and directed to overcome the traditional concept of marketing based on 4P (Product, Place, Price, Promotion). The teaching activity will be focused on Business to Consumer (B2C) and Business to Business (B2B) Markets in an international perspective to evaluate marketing decisions.

•    Prerequisites
Students can effectively attend lessons with an appropriate knowledge of Business Administration’s principles.

•    Teaching methods
Lectures and guided discussions based on business cases.

•    Programme
Part I – Marketing and Economics
Marketing and Entrepreneurship
Marketing – driven management and environment
Consumer behavior
Part II – Strategic Marketing
Marketing: segmentation and market analysis

Part III – Operational Marketing
Distribution
Price
Brand Strategy
Communication and Marketing Campaigns
Customer Relationship Marketing and Internet Marketing