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.
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.
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.
