Principles of international marketing (2015/2016)

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 22, 2016 al May 31, 2016.

Lesson timetable

II semestre
Day Time Type Place Note
Tuesday 1:00 PM - 2:30 PM lesson Lecture Hall 2.4 from Feb 25, 2016  to May 31, 2016
Thursday 1:00 PM - 2:30 PM lesson Lecture Hall T.3 from Feb 25, 2016  to May 31, 2016
Friday 11:30 AM - 1:00 PM lesson Lecture Hall 2.4 from Feb 25, 2016  to May 31, 2016

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 will assess students' knowledge.
A supplementary oral examination is compulsory for those students who obtain a score higher than 28 in the written test, it is optional in all other cases.

STUDENT MODULE EVALUATION - 2015/2016