2022/2023

2024/2025

DM270

SECS-P/08 (CORPORATE FINANCE)

DEPARTMENT OF BRAIN AND BEHAVIORAL SCIENCES

PSYCHOLOGICAL SCIENCES

PERCORSO COMUNE

3°

2nd semester (17/02/2025 - 06/06/2025)

6

44 lesson hours

Italian

WRITTEN TEST

ZUCCHELLA ANTONELLA (titolare) - 9 ECTS

It is important to have foundations of statistics, management, accounting, microeconomics. These pre-requisites do not apply to students from the psychology curricula. Also a good knowledge of the English language is a pre-requisite.

Learning objectives are:
- knowing and understanding marketing foundations, theories and models;
- applying knowledge to practical marketing problems in different types of organizations;
- analyzing and evaluating critically marketing issues;
- communicating effectively and using technical language;
- working in professional contexts and in teams, being able to self-assess and learn continually

The program covers the following modules:
- Key concepts in marketing
- Designing and managing a customer centric organisation: objectives, tools and metrics/KPIs

-Buyer behavior
-Environmental analysis, market research methods and tools, market segmentation & persona design
- Strategic marketing: value proposition design, targeting and positioning
- Brand management
- Product, pricing, distribution policies
- Marketing communication strategies and tools
- Digital marketing

Lectures are supported by PPT slides. During the lectures the lecturer also proposes quiz, real cases and problems to be discussed in classroom. Through the moodle KIRO, students are invited to individual challenges and team works, which are not mandatory.
The exam preparation is enabled by availability on the platform of all materials, by online tutorship meetings held by the lecturer and by kahoots surveys during lectures for exam simulation

The textbooks are
1) A.Zucchella, G.Magnani, Customer centric organization e comunicazione, Franco Angeli, Milano, 2019, ISBN 9788891781383
2) Principi di Marketing, Kotler et al. 2019, Pearson, ISBN 9788891905321.
For students of the psychology curricula the textbook is only the second one (Principi di Marketing, Kotler et al. 2019, Pearson), and only chapters from 1 to 5 included.
Slides, cases and readings are available on the KIRO moodle platform, accessible to students via their university login and password.

The exam is written, with 30 multiple choice questions, one point per each correct answer., minus 0,5 for wrong answer. In order to pass the student must reach 18.
During the exam students can use a calculator. Foreign students are allowed also to bring a vocabulary.
Students are also encouraged during the course to discuss and present case studies both individually and in team, which can provide extra points.
The exam preparation is supported by the regular organization of kahoot tests during the lectures, after every module.

For any info, detailed program and course materials please access to the e-learning platform, accessible with student credentials.
Students experiencing difficulties in following the lectures can benefit from online meetings with the lecturer, as advertised on the elearning platform

The course briefly illustrates the Agenda 2030 as a context for marketing and discusses the Better marketing for a Better World approach. It focuses particularly on SDG 12
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