The student who successfully completes the course will have the ability to know how to use properly the main marketing policies and strategies, in order to create a satisfactory/optimum relationship with its customers and the stakeholders of the company. At the end of the course the student will also demonstrate the ability to apply to concrete problems of marketing what he/she has learned in the theoretical part of the course, cases that relate to both consumer products and industrial goods.

The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology. During the oral exam the student must be able to demonstrate his/her knowledge of the course material and be able to discuss the readings thoughtfully and with propriety of expression. The student must demonstrate the ability to put into practice and to execute, with critical awareness, the activities illustrated or carried out under the guidance of the teacher during the course.