Principles of international marketing [Cognomi M-Z] (2016/2017)



Course code
4S02443
Credits
9
Coordinator
Angelo Bonfanti
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Teaching is organised as follows:
Activity Credits Period Academic staff Timetable
Parte 1 6 II SEMESTRE Angelo Bonfanti
Parte 2 3 II SEMESTRE Lucia Nazzaro

Lesson timetable

II SEMESTRE
Activity Day Time Type Place Note
Parte 1 Monday 10:10 AM - 11:50 AM lesson Lecture Hall 2.4 from Mar 2, 2017  to May 8, 2017
Parte 1 Tuesday 1:30 PM - 3:10 PM lesson Lecture Hall 2.4 from Mar 3, 2017  to May 8, 2017
Parte 1 Thursday 1:30 PM - 3:10 PM lesson Lecture Hall T.3 from Mar 2, 2017  to May 11, 2017
Parte 2 Monday 10:10 AM - 11:50 AM lesson Lecture Hall 2.4 from May 15, 2017  to Jun 10, 2017
Parte 2 Tuesday 1:30 PM - 3:10 PM lesson Lecture Hall 2.4 from May 15, 2017  to Jun 10, 2017
Parte 2 Thursday 1:30 PM - 3:10 PM lesson Lecture Hall T.3 from May 15, 2017  to Jun 10, 2017

Learning outcomes

The course aims to provide students with principles of marketing, by paying specific attention to international marketing.

Syllabus

MARKETING PROCESS
- Marketing and its evolution
- Marketing and international businesses
- Marketing planning
- Environment of marketing
- Marketing between ethics and CSR

Understanding consumers and markets in marketing perspective
- Consumer behavior
- Industrial markets and behavior's businesses
- Reserach of marketing
- Segmentation and positioning
- Global market

MEETING OPPORTUNITIES OF MARKETING
- Development of new products
- Services in terms of marketing
- Branding management
- Price
- Marketing channels
- Integrated communication
- Advertising and public relations
- Sales management
- Online marketing

Assessment methods and criteria

Written and oral examination.

Reference books
Activity Author Title Publisher Year ISBN Note
Parte 1 Studenti Appunti delle lezioni 2019 Solo per studenti frequentanti
Parte 1 Brunetti Federico Il turismo sulla via della qualità Cedam 1999 8813219423 Solo per studenti frequentanti
Parte 1 Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319 Studenti frequentanti: capitoli 1, 3 (inclusa appendice A), 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (esclusa appendice B), 19, 20, 22
Parte 1 Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319 Studenti non frequentanti: capitoli 1, 3 (inclusa appendice A), 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15 (esclusa appendice B), 16, 19, 20, 21, 22
Parte 2 Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319

STUDENT MODULE EVALUATION - 2016/2017