italian version

Aims :

Learn & apply marketing concepts. We'll use a variety of learning methods to present and rein-force important marketing concepts. The case study method will enable us to apply marketing con-cepts to real-world situations. Everyone will be encouraged to participate. We'll learn to listen to each other's viewpoints.
Learning by playing. We’ll apply further the marketing concepts to specific firm’s situations by using a simulation software (business game: MarkstratOnline).

Topics :

• Introduction to marketing
• Marketing and marketing management
• Marketing and strategic planning
• Analysis of demand and consumer behaviour
• Market segmentation and product positioning
• Marketing mix: the 4 Ps (product, price, place, promotion)

Textbooks :

J.P. Peter e J. H. Donnelly jr. Marketing. McGrawHill, last edition (available in english).
L. Fratocchi e A. Moretti. Strategia e marketing d’impresa. McGrawHill (case study textbook in Italian).
Case study materials will be provided in English for foreign students and the Business Game simulation is all run in English.

Exam :

The examination consists in a graphical test with questions and an oral test.

Tutorial Session :

Tuessday 10,30-11,00 a.m.