PROF. MARTA MASSI; PROF. CHIARA CANTU’
The course will deal with the main marketing management processes, including
strategic marketing management, consumer behaviour, branding, new product
management, and international issues. It will combine theory and practice. While
providing the basics in the field for all students, the course will also provide scope
for individual student investigation of topics of interest.
Specific objectives are:
– To understand the process of marketing management;
– To understand consumer behaviour in B2C marketing;
– To apply the elements of the marketing mix to the B2C environment;
– To apply marketing strategies relevant to businesses;
– To develop critical thinking skills to solve real life entrepreneurship problems.
Marketing: Creating and Capturing Customer Value.
Company and Marketing Strategy: Partnering to Build Customer Relationships.
Analyzing the Marketing Environment.
Managing Marketing Information to Gain Customer Insights.
Understanding Consumer and Business Buyer Behavior.
Customer-Driven Marketing Strategy: Creating Value for Target Customers.
Product Services and Brands: Building Customer Value.
Developing New Products and Managing the Product Life-Cycle.
Pricing: Understanding and Capturing Customer Value.
Marketing Channels: Delivering Customer Value.
Retailing and Wholesaling.
Communicating Customer Value: Advertising and Public Relations.
Personal Selling and Sales Promotion.
Direct, online, social media, and mobile marketing.
The global Marketplace.
Sustainable Marketing: Social Responsibility and Ethics.
G. ARMSTRONG-P. KOTLER, Marketing. An Introduction, Global Edition, 2015, 12th Edition (all
chapters, Appendix 2: Marketing Plan).
Students are strongly encouraged to read the case studies described in the book for a better
understanding of the concepts discussed in class.
Journal articles, case studies and other teaching materials will be provided and discussed by the
instructors in class.
Interactive classes, analysis and discussion of case studies, application of marketing
concepts through the development of a research-based project.
The midterm exam is in written form. The assessment is integrated by a group work
assignment and in-class presentations. The specific assessment methods will be
communicated at the beginning of the course and made available on Blackboard.
Attendance is strongly recommended.
Further information can be found on the lecturers' webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice