B000269 - MARKETING I (PRINCIPLES AND TOOLS)

Italian

Italian

ITALIAN

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.

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.n

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.

To be defined

Book to be defined

To be defined

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.

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.

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.

Before taking the marketing exam, students are advised to have passed one basic Business Management exam.

Before taking the marketing exam, students are advised to have passed the Economics and Business Management exam.

Before taking the marketing exam, students are advised to have passed one basic Business Management exam.

- Lectures
- Corporate Testimonials
- Discussion of cases on topics under study.
- Marketing Plan simulation

-Lectures
- Corporate Testimonials
- Discussion of cases and videos on topics under study.

- Lectures
- Corporate Testimonials
- Discussion of cases on topics under study.
- Marketing Plan simulation

For further information and for downloading educational material please check on the moodle platform at http://e-l.unifi.it

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)

For further 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

The final exam is composed by: a) multiple choice test and b) oral examination - if the testa at point a) is passed.

The final exam aims to ascertain the acquisition of knowledge and skills (i.e. the acquisition of learning outcomes) by carrying out an oral test without the help of notes or books.
Particularly the oral exam consists of a conversation with the teacher aimed at bringing out the ability to independently and critically address a problem relating to the issues of Marketing. The level of mastery of the technical-scientific lexicon acquired, the knowledge and understanding of the topics under study, the ability to connect and apply the topics under study to cases (real or simulated), the ability to connect and compare the different topics under study. During the oral exam, the questions will also be aimed at highlighting the student's ability to independently and critically address the main issues.

Oral and written exam

The final exam is composed by: a) multiple choice test and b) oral examination - if the test at point a) is passed

- 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

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.

- 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

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