The aim of this unit of study is to define and analyze the contents and role of marketing for the value creation. More specifically, this unit of study examines the analytical and strategic marketing dimensions (analysis of customer's needs, market dimension forecast, competitive analysis, market segmentation and competitive positioning process) and the marketing mix dimensions (product, price, place, promotion).
Course Content - Last names A-E
The course aims at analysing the strategic marketing and the marketing mix decisions. The first part focuses on the following issues: marketing and market-orientation, the analysis of the demand and of consumer behaviours, market segmentation, competitive positioning and marketing information system. The second part examines the decisions of product, place, promotion and price.
Course Content - Last names F-O
The course aims at analysing the strategic marketing and the marketing mix decisions. The first part focuses on the following issues: marketing and market-orientation, the analysis of the demand and of consumer behaviours, market segmentation, competitive positioning and marketing information system. The second part examines the decisions of product, place, promotion and price.
Course Content - Last names P-Z
The course aims at analysing the strategic marketing and the marketing mix decisions. The first part focuses on the following issues: marketing and market-orientation, the analysis of the demand and of consumer behaviours, market segmentation, competitive positioning and marketing information system. The second part examines the decisions of product, place, promotion and price.
Ferrero (a cura di), 2018, Marketing e creazione del valore, Giappichelli
Learning Objectives
The course pursues the development of:
- a market orientation
- the ability to manage relationships between companies and the market
- expertise in terms of choices of product, price, distribution and communication
- knowledge of the main methods of market analysis
Learning Objectives - Last names A-E
KNOWLEDGE: Main strategic marketing choices, analysis of actractiviness and competitiveness of market, decisions about competitive positioning, product, price, communication and distribution.
COMPETENCES: The course pursues the development of:
- a market orientation mentality
- the ability to strategically manage relationships between firms and markets
- Expertise in terms of choices of product, price, distribution and communication
- knowledge of the main methods of market analysis.
Learning Objectives - Last names F-O
KNOWLEDGE: Main strategic marketing choices, analysis of actractiviness and competitiveness of market, choices of competitive positioning, decisions of product, price, communication and distribution.
COMPETENCES: The course pursues the development of:
- a market orientation mentality
- the ability to strategically manage relationships between companies and the market
- Expertise in terms of choices of product, price, distribution and communication
- knowledge of the main methods of market analysis.
Learning Objectives - Last names P-Z
KNOWLEDGE: Main strategic marketing choices, analysis of actractiviness and competitiveness of market, decisions about competitive positioning, product, price, communication and distribution.
COMPETENCES: The course pursues the development of:
- a market orientation mentality
- the ability to strategically manage relationships between firms and markets
- Expertise in terms of choices of product, price, distribution and communication
- knowledge of the main methods of market analysis.
Prerequisites
It is suggested the basic exame of Management
Prerequisites - Last names A-E
Before taking the marketing exam, students are advised to have passed one basic Business Management exam.
Prerequisites - Last names F-O
Before taking the marketing exam, students are advised to have passed the Economics and Business Management exam.
Prerequisites - Last names P-Z
Before taking the marketing exam, students are advised to have passed one basic Business Management exam.
Teaching Methods
Lectures (face-to-face and remote).
Corporate Testimonials.
Discussion of cases and videos on topics under study.
Teaching Methods - Last names A-E
- Lectures
- Corporate Testimonials
- Discussion of cases on topics under study.
- Marketing Plan simulation
Teaching Methods - Last names F-O
-Lectures
- Corporate Testimonials
- Discussion of cases and videos on topics under study.
Teaching Methods - Last names P-Z
- Lectures
- Corporate Testimonials
- Discussion of cases on topics under study.
- Marketing Plan simulation
Further information
For other info and for downloading educational material please check on the moodle platform at http://e-l.unifi.it (a password is required, students are required to write an email to the professor in order to obtain it).
Further information - Last names A-E
For further information and for downloading educational material please check on the moodle platform at http://e-l.unifi.it
Further information - Last names F-O
For other information and for downloading educational material please check on the moodle platform at http://e-l.unifi.it (password required, ask the professor for obtain it)
Further information - Last names P-Z
For further information and for downloading educational material please check on the moodle platform at http://e-l.unifi.it
Type of Assessment
Oral exam
Type of Assessment - Last names A-E
The final exam is composed by: a) multiple choice test and b) oral examination - if the testa at point a) is passed.
Type of Assessment - Last names F-O
Oral and written exame
Type of Assessment - Last names P-Z
The final exam is composed by: a) multiple choice test and b) oral examination - if the test at point a) is passed
Course program
This unit of study includes the following topics:
- The concept of marketing and its role in creating value for companies, customers and the society.
- Analysis of consumer behavior
- The market segmentation and competitive positioning
- The marketing information system
- The policy of product, the policy of distribution, the policy of price, the policy of communication
- The marketing metrics
- The marketing plan
Course program - Last names A-E
- The concept of marketing: the ideological,analytical and operational dimensions
- The evolution of the concept of marketing: product orientation, production orientation, sales orientation, market orientation (market driver management)
- Analysis of consumer behavior: the concept of need, the main approaches to the study of the purchase and consumption
- The market segmentation and competitive positioning: the segment, the segmentation process, the choice of competitive positioning, the analysis of attractiveness (life cycle of product)
- The marketing information system: the role of information, the structure of the marketing information system, qualitative research, quantitative research
- The policy of product: the concept of product , product innovation, the development process of the new product
- The policy of distribution: the distribution channels, the hedging strategies, communication strategies with intermediaries, the organization of sales
-the policy of communication: corporate communication, marketing communication, forms of communication, the advertising campaign
-the politicy of price: price and cost, price and demand, price competition
- The strategic marketing plan: articulation, analytical tools and operational choices
Course program - Last names F-O
- The concept of marketing: the ideological,analytical and operational dimensions
- The evolution of the concept of marketing: product orientation, production orientation, sales orientation, market orientation (market driver management)
- Analysis of consumer behavior: the concept of need, the main approaches to the study of the purchase and consumption
- The market segmentation and competitive positioning: the segment, the segmentation process, the choice of competitive positioning, the analysis of attractiveness (life cycle of product)
- The marketing information system: the role of information, the structure of the marketing information system, qualitative research, quantitative research
- The policy of product: the concept of product , product innovation, the development process of the new product
- The policy of distribution: the distribution channels, the hedging strategies, communication strategies with intermediaries, the organization of sales
-the policy of communication: corporate communication, marketing communication, forms of communication, the advertising campaign
-the politicy of price: price and cost, price and demand, price competition
- The strategic marketing plan: articulation, analytical tools and operational choices.
Course program - Last names P-Z
- The concept of marketing: the ideological,analytical and operational dimensions
- The evolution of the concept of marketing: product orientation, production orientation, sales orientation, market orientation (market driver management)
- Analysis of consumer behavior: the concept of need, the main approaches to the study of the purchase and consumption
- The market segmentation and competitive positioning: the segment, the segmentation process, the choice of competitive positioning, the analysis of attractiveness (life cycle of product)
- The marketing information system: the role of information, the structure of the marketing information system, qualitative research, quantitative research
- The policy of product: the concept of product , product innovation, the development process of the new product
- The policy of distribution: the distribution channels, the hedging strategies, communication strategies with intermediaries, the organization of sales
-the policy of communication: corporate communication, marketing communication, forms of communication, the advertising campaign
-the politicy of price: price and cost, price and demand, price competition
- The strategic marketing plan: articulation, analytical tools and operational choices