|PARTE I||6||I semestre||Nicola Cobelli|
|PARTE II||3||I semestre||Marta Maria Ugolini|
|PARTE I||Monday||11:30 AM - 1:00 PM||lesson||Lecture Hall 2.5|
|PARTE I||Thursday||8:30 AM - 10:00 AM||lesson||Lecture Hall T.7|
|PARTE I||Friday||11:30 AM - 1:00 PM||lesson||Lecture Hall T.7|
The course aims to
Frame business marketing in the context of different exchange systems, product categories, exchange approaches, decisional subjects and businesses (manufacturing companies, service companies, NPO, ...)
Explanin managerial implications of the main keywords in competition: value, relations, processes, sustainability
Frame marketing central process in its 3 key moments: planning, composition and proposal of a valuable product offering
Business, market and society
The digital revolution
The marketing process between business and the environment.
Market analysis: Analysis of the offer; Demand analysis; Information for marketing decisions.
Value Creation and goal setting: Strategic core business and business portfolio decisions Behavior and segmentation of demand; Competitive strategies; Objectives and metrics.
Definition of the supply system: The offer core: the product and its branding; Distribution choices; Pricing; The role of digital marketing.
Dissemination and value management: corporate and marketing communication; Tools and media; Channel management and trade marketing; Sales management; Management of customer relations.
Marketing management: Marketing plan; Marketing organization; Towards sustainable marketing.
Retail marketing; Service marketing; International market development
A written test to assess accurate knowledge and a supplementary oral examination are required.