ECTS - University of Pisa
Scheda programma d'esame
MARKETING MANAGEMENT
DANIELE DALLI
Academic year2016/17
CourseMARKETING AND MARKET RESEARCH
Code210PP
Credits9
PeriodSemester 1
LanguageItalian

ModulesAreaTypeHoursTeacher(s)
MARKETING MANAGEMENTSECS-P/08LEZIONI63
DANIELE DALLI unimap
MARCO MARIANI unimap
Programma non disponibile nella lingua selezionata
Learning outcomes
Knowledge
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.
Assessment criteria of knowledge
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 reading matter 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.

Methods:

  • Final oral exam
  • Final essay

Further information:
Final oral exam 50%; Final essay 50%.

Teaching methods

Delivery: face to face

Learning activities:

  • attending lectures
  • participation in seminar
  • group work
  • Other

Attendance: Advised

Teaching methods:

  • Lectures
  • Seminar
  • Other
Syllabus
- Developing strategies and marketing plans - Developing relationships with consumers - Demand segmentation and targeting - Brands and brand equity - Competitive dynamics - Product management - Pricing policies - Design and manage marketing channels - Personal and non-personal communication channels - Cases in marketing management
Bibliography
- Philip Kotler, Kevin L. Keller, Fabio Ancarani, Michele Costabile, Marketing management, 14/Ed., Pearson Italia, 2012. - R. Sbrana, A. Gandolfo, Cases in marketing management. Lo studio del marketing tramite il metodo dei casi, Torino, Giappichelli, 2010. - Further bibliography will be indicated.
Updated: 14/11/2016 17:27