The course aims to familiarize students with the role of marketing in the relationship between firm and market, especially from an international perspective. Participants will acquire the principles of strategic and operational marketing as well as the tools to understand customer behavior in domestic and international markets. Through the analysis of case studies, students will also develop the ability to critically evaluate real-life situations.
- The marketing concept
- Strategic marketing
- Consumer behaviour
- Marketing research
- The marketing mix: product, price, place, promotion
Kerin, Hartley, Pellegrini, Massara, Corsaro, Marketing, McGraw-Hill, Milano, 2020, 4th edition.
- Chapters 1, 3, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 19, 20, 22, 23.
- notes from lectures
- seminar lectures by industry experts.
Non attending students:
- Chapters 1, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 19, 20, 21, 22, 23
|Kerin R.A., Hartley S.W., Pellegrini L., Massara F. e Corsaro D.||Marketing (Edizione 4)||McGraw-Hill||2020||9788838668319||La nuova edizione del volume sarà disponibile a partire da gennaio 2020.|
A written test with five open-ended questions 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.
The evaluation criteria are:
-level of knowledge;
-ability to apply knowledge to real cases and situations;
-appropriate use of the technical language.
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