Download Marketing

Marketing
PROF. GIOVANNI COVASSI; PROF. LORETTA BATTAGLIA
COURSE AIMS
The course objective is to supply the students with the core elements of the
discipline of marketing, with a particular focus on service companies. The
marketing approach to business management is continuously developing and is
today deemed crucial even in the services sector: the understanding of the base
assumptions needed for a market orientation is thus to be considered a fundamental
aspect of educating students who have chosen to unite the study of languages with
the study of management.
COURSE CONTENT
PART I
Fundamental concepts of marketing
– The concept of marketing.
– The marketing system: analyses and macro and micro environmental variables.
– The role of information and the role of marketing research.
– Strategic marketing: segmentation, targeting and positioning.
– Brand management.
– The marketing mix with particular reference to differences between product
and service.
PART II
The marketing of services
– The services sector: structure and trends over time.
– The nature of services and their classification.
– The role of the consumer.
– Service quality: from the user's perception of quality to the firm's management
of quality.
– Marketing management in the services sector.
– Relationship management and interactive marketing.
– The role of internal marketing within services firms.
READING LIST
R. FIOCCA-R. SEBASTIANI, Politiche di marketing, McGraw-Hill, Milan, first edition, 2010.
V. ZEITHAML-M. BITNER, Il marketing dei servizi, McGraw Hill, Milano, third edition, 2012.
The detailed study plans for the two course modules and the related chapters to be studied
for the examination will be indicated by the lecturers on their webpages and on
Blackboard.
TEACHING METHOD
Supplemental material: material to support the lectures will be made available on the
Blackboard.
The lectures will be rounded out by case studies and class presentations by marketing
managers.
Assignments and seminars: a series of assignments is contemplated, and will be planned
and administered by Silvio Santini; the assignments will be closely correlated to the material
covered in class.
ASSESSMENT METHOD
Written exam. An interim test will be administered in accordance with the academic
calendar and will have the same structure as the ordinary exam. The interim test will allow
for subdividing the study of the course contents into the two parts (as communicated in
class) and will thus make it possible for students to consolidate the knowledge as they move
ahead with the course. The interim test will be supplemented by a final test on the second
part of the contents covered in class. The final grade will reflect the grades assigned for the
two parts. Given its structure and the topics covered by the questions (which will be heavily
geared to the contents of the lectures), the interim test is recommended for students
attending class on a regular basis.
NOTES
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice
board.