2018/2019

2020/2021

DM270

SECS-P/08 (ECONOMIA E GESTIONE DELLE IMPRESE)

DIPARTIMENTO DI SCIENZE ECONOMICHE E AZIENDALI

AMMINISTRAZIONE, CONTROLLO E FINANZA AZIENDALE

PERCORSO COMUNE

3°

Secondo Semestre (22/02/2021 - 22/05/2021)

6

44 ore di attività frontale

INGLESE

SCRITTO E ORALE CONGIUNTI

HAGEN BIRGIT (titolare) - 6 CFU

Foundations of statistics, management, and accounting. Good command of written and spoken English.

After the course you know the foundations of contemporary marketing for any type of organization. In particular, you will be able to recognize marketing problems, propose solutions to them, and prepare a marketing plan. Additional learning outcomes include the capacity to work in teams, to present, discuss, and critically review marketing projects of various types.

- Key concepts in marketing
- Designing and managing a customer centric organisation with an understanding of collaborative marketing and value co-creation
-Buyer behavior
-Environmental analysis, market research methods and tools.
- Strategic marketing: market segmentation & persona development/value proposition design, targeting and positioning
- Brand management
- Product, pricing, distribution policies
- Marketing communication strategies and tools
- 'Digital Marketing' will be discussed along with the various topics. The guiding principle is to get an understanding of 'Marketing in an increasingly digital world'.

Lectures use case studies together with concepts and theories. To make lectures more interactive and follow up on learning progress, students are invited to take micro-challenges which will be presented and discussed in class. A final presentation of marketing plans will take place at the end of the course. Taking part in individual challenges and team work is not mandatory but highly recommended.

Textbook: Kotler P., Armstrong G., Principles of Marketing, Pearson.
Slides, cases, and readings are available on the KIRO moodle platform, accessible to students via their university login and password.

Written, multiple choice exam. Micro-challenges, cases, and marketing plans yield up to 5 exam points maximum. Students have the possibility to prepare major projects and the exam during the tutorship offered in April and May.
Students are encouraged to discuss and present case studies both individually and in team.

Written, multiple choice exam. Micro-challenges, cases, and marketing plans yield up to 5 exam points maximum. Students have the possibility to prepare major projects and the exam during the tutorship offered in April and May.
Students are encouraged to discuss and present case studies both individually and in team.