Download Marketing I

Marketing I
PROF. DANIELA CORSARO; PROF. EDOARDO STAITI
COURSE AIMS
The course is aimed at equipping the student with the skills needed for analysing,
from a marketing perspective, the relationships between firms and their markets,
and for planning marketing initiatives in order to optimise such relationships. The
course supplies the tools needed for operating with a marketing orientation and
examines the means for applying such tools.
The course begins with in-depth examination of the analysis of the marketing
process, including analysis of demand, consumer behaviour, the sector and
competition. Such analyses provide the database that companies can use to
develop marketing strategies aimed at achievement and maintenance of
competitive advantage.
The focus then shifts to topics related to marketing policies, with development of
the elements making up the marketing-mix: from product and brand strategy to
price policy to management of distribution channels, to development of marketing
communications and management of the sales network.
COURSE CONTENT
Conceptual aspects of marketing
– Concept of marketing.
– Marketing processes and business processes.
– Definition of the firm's market and analysis of demand.
– Consumer behaviour.
Analytical aspects
– Analysis of the sector and competitors' behaviour.
– Structure of distribution and distributor behaviour.
– Competitive advantage and competitive strategies.
– Data search and data management.
Decision-making aspects
– Segmentation of the market and definition of the target markets.
– Planning of marketing.
– Product strategy.
– Brand management.
– Distribution policy.
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Marketing organisational structures and sales network.
Marketing communications.
Advertising and sales promotion.
Costs, prices and value.
Customer service policies.
Marketing control.
READING LIST
R. FIOCCA-R. SEBASTIANI, Politiche di marketing, McGraw-Hill, Milan, 2010.
A second textbook, if any, will be indicated in class.
The slides presented in class (and available on the Blackboard) represent an integral part of
the instructional material to be used for studying for the exam, including for students not
attending class on a regular basis.
Supplemental and more detailed materials will be pointed out on the web pages and the
Blackboard. The latter will serve as an instructional and operational support for the
course. It is recommended that students use this tool, including for maximising
interaction with the professors.
TEACHING METHOD
Interactive classes, discussion of business cases.
Marketing prize: group competition.
Presentations by corporate managers.
ASSESSMENT METHOD
The exam will consist of a written test.
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.