Enrollment year
2016/2017
Academic discipline
SECS-P/08 (CORPORATE FINANCE)
Department
DEPARTMENT OF POLITICAL AND SOCIAL SCIENCES
Course
COMMUNICATION, INNOVATION, MULTIMEDIA
Curriculum
PERCORSO COMUNE
Period
1st semester (01/10/2018 - 14/12/2018)
Lesson hours
54 lesson hours
Activity type
WRITTEN TEST
Prerequisites
The course is at introductory level. No specific marketing knowledge is required
Learning outcomes
The course is intended to provide basic notion in marketing, communication and advertising.
Course contents
Course introduction.
Marketing strategy: Creating Customer Value and Engagement.
Creating Competitive Advantage.
Analyzing the Marketing Environment.
Managing Marketing Information to Gain Customer Insights.
Consumer Markets and Buyer Behavior.
Business Markets and Business Buyer Behavior.
Creating Value for Target Customers.
Products, Services, and Brands: Building Customer Value.
Pricing Strategies.
Marketing Channels.
Retailing and Wholesaling.
Integrated Marketing Communication Strategy.
The Global Marketplace.
Teaching methods
Lectures
Reccomended or required readings
Philip Kotler, Gary Amstrong, Fabio Ancarani e Michele Costabile, Principi di Marketing, Pearson, Quindicesima edizione.
Assessment methods
Written Exam with multiple choices and open questions.
Sustainable development goals - Agenda 2030
Università di Pavia - Offerta formativa