Marketing e comunicazione - ENG

Marketing and Communication
Dr. Antonella Capriello

Course Code: E0092
Subject code: SECS – P/08
8 ECTS – 64 hours
Location: Novara

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.

Content  of the course
Module 1 – Marketing (6 ECTS)
Marketing & Market – driven management
Consumer Behavior
Segmentation
Distribution
Price

Module 2 – Communication (2 ECTS)
Brand and strategic decisions
Communication Strategies
Marketing campaigns
Customer Relationship Marketing & Internet Marketing

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

Course Texts
Lambin, J.J. (2012). Marketing strategico e operativo. Market –driven management. Milano: McGraw-Hill,6a ed. This book is available in the library
Further information can be found in the web page of the course at the URL: https://eco.dir.unipmn.it

Teaching methods
Lectures and guided discussions based on business cases.

Examination
Written exam.