BERGAMO
Overview
Date/time interval
Syllabus
Course Objectives
The course aims to clearly define what marketing is and what its purposes are from both a strategic and operational point of view.
At the end of the module, students will have learned:
• The practical meaning of customer orientation and marketing
• The analysis and setting of the variables of the marketing mix
• The observation and analysis of the competition
• The analysis and definition of the segments to address
• The main strategic alternatives to consider in the company
Course Prerequisites
For the mandatory prerequisites, please consult the Degree Course website: https://lt-ea.unibg.it/it/node/122
Teaching Methods
Lectures, case presentations and expert testimonies.
Assessment Methods
Written exams (two options):
A. with multiple choice questions (30 questions 1 point for each correct answer zero for an incorrect answer)
usually for exams with a high number of students enrolled
B. open questions 5 questions with a maximum of 6 points for each question usually for exams with a limited number
of students enrolled
The exam questions are about all the chapters of the book adopted by this course.
Contents
Topics
• The concept of marketing and its evolution
• Evolution of the market scenario with particular reference to the current economic situation
• Marketing mix and its evolution (analysis and updating of individual variables)
• The strategies for defining the marketing mix:
- product
- price
- advertising
- distribution policy
• strategic alternatives according to the main sources in literature
• Segmentation
• Positioning
• The development of the elements of the marketing mix with particular reference to:
• Marketing strategies
The development of marketing strategies
• Trade marketing
The birth, development and evolution of trade marketing, the definition and construction of a category:
practical examples from the world of distribution
• Market Research
The definition of market research, qualitative and quantitative analyses, the questionnaire, sampling, direct and indirect interviews. Panel, focus groups and consumer groups.
• Marketing of industrial goods
Rules of operation in the B2B world, derived demand and segmentation
Tourism marketing
• Green marketing, sustainability, social responsibility and Benefit corporations (Definition of the various
types and methods of approach)
• the IOT "Internet of Things" and the developments of AI in the marketing field
Online Resources
More information
The Marketing course will be held by:
Dr. Federico Mangiò 6 CFU
Prof. Giancarlo Fedeli 3 CFU
The lessons will be 2 hours long, 3 times a week, for 12 weeks.
Teaching is in Italian.
All teaching material will be uploaded to the course e-learning page where students will also receive general and exam-related communications.
All students are required to periodically consult the course e-learning area and download the indicated materials
Erasmus students can communicate with the teacher at the end of the lesson or write an email to set an appointment based on specific needs and requirements; in particular, those with PDP or PEI are invited to contact the teacher at the beginning of the course.