Principles of international marketing (2014/2015)

Course code
4S02443
Name of lecturer
Vania Vigolo
Coordinator
Vania Vigolo
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
II semestre dal Feb 23, 2015 al May 30, 2015.

Lesson timetable

II semestre
Day Time Type Place Note
Tuesday 1:00 PM - 2:30 PM lesson Lecture Hall 2.4  
Thursday 1:00 PM - 2:30 PM lesson Lecture Hall 2.4  
Friday 11:30 AM - 1:00 PM lesson Lecture Hall 2.4  

Learning outcomes

Principles of Marketing is an introductory course that is designed to acquaint students with general marketing principles and practices. Emphasis is placed on developing marketing skills and understanding marketing's role in business strategy, with a particular focus on international markets.

Syllabus

The marketing concept
Strategic marketing
Consumer behaviour
Marketing research
The marketing mix: product, price, place, promotion

REFERENCES
Kerin, Hartley, Rudelius, Pellegrini, Marketing, McGraw-Hill, Milano, 2014, 3° edition.

Attending students:
- Chapters 1, 3 (including "appendice A"), 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (excluding "appendice B"), 19, 20, 22.
- notes from lectures
- slides
- seminar lectures by industry experts.


Non attending students:
- Chapters 1, 3 (including "appendice A"), 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (excluding "appendice B"), 16, 19, 20, 21, 22.

Assessment methods and criteria

A written test to assess accurate knowledge and a supplementary oral examination are required.