ID:
502809
Duration (hours):
60
CFU:
9
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Year:
2025
Overview
Date/time interval
Primo Semestre (29/09/2025 - 12/12/2025)
Syllabus
Course Objectives
The main goal of the course is to developed a basic knowledge on marketing to understand the marketing process of organizations operating in different industries. Case studies are used as a teaching tool to show the application of theories and concepts in the real-word context.
Course Prerequisites
Entry-level marketing course, no previous skills and knowledge are required.
Teaching Methods
Lectures rely on both theory and case studies. As optional activity, students will be asked to develop a marketing plan. The evaluation of the marketing plan will be summed to that of the written exam. The course will be integrated with several seminars (whose materials will be an integral part of the exam), helded by digital and international marketing experts and managers.
Assessment Methods
Attendants: the final exam is a written multiple-choice test with close questions. As an optional activity, students may develop a marketing plan on a given case. The evaluation of the marketing plan will integrate the mark of the written test. The final mark of the course will be the sum of the evaluations of test and the marketing plan.
Non-attendants: oral exam on given readings indicated by the lecturer.
Non-attendants: oral exam on given readings indicated by the lecturer.
Texts
Readings, case studies, teaching materials, and information about the course and the exam are presented in the first lecture. They will be available on KIRO, accessible with the UNIPV's students' credentials. Access to the KIRO page of the course is indispensable and compulsory for attendants/non-attendants students enrolled in the marketing course. The reading of all the materials uploaded by the lecturer on the KIRO platform is equally compulsory to successfully pass the exam. Course textbook (compulsory for attendants ): Kotler, P. (2021). Marketing 5.0: tecnologie per l'umanità. HOEPLI EDITORE. Optional handbooks for attendants and compulsory for non-attendants (one to choose from): «Marketing» di Peter, Donnelly, Pratesi, McGrawHill, 2024 – italian handbook, chapters: 1,2,3,4,5,7,8,10,11,12,15,16,17) «Principles of Marketing for a Digital Age», di Tracy L. Tuten, Sage, 2020 - english handbook, (chapters: 1,2,3,4,5,7,8,9,11)
Contents
Introduction to marketing and interconnections with the social sciences
Key concepts of marketing in businesses and organizations
Consumer and Organizational Behavior
The customer-centric organization: objectives and tools
Marketing as an analytical, strategic, and operational process
Analytical marketing: analysis of the macro- and micro-environment and market research
Strategic marketing: market segmentation and persona design
Design of the value proposition, targeting, positioning
Brand management and brand strategy
The marketing mix: product, price, and distribution policies
Marketing communication: communication and advertising, promotion and sponsorship
Content marketing and storytelling
Heritage Marketing
Introduction to digital marketing
Metrics and KPIs
Key concepts of marketing in businesses and organizations
Consumer and Organizational Behavior
The customer-centric organization: objectives and tools
Marketing as an analytical, strategic, and operational process
Analytical marketing: analysis of the macro- and micro-environment and market research
Strategic marketing: market segmentation and persona design
Design of the value proposition, targeting, positioning
Brand management and brand strategy
The marketing mix: product, price, and distribution policies
Marketing communication: communication and advertising, promotion and sponsorship
Content marketing and storytelling
Heritage Marketing
Introduction to digital marketing
Metrics and KPIs
Course Language
Italian
More information
Slides, readings, case studies, and all the information about the course are weekly uploaded on the KIRO platform, accessible with the UNIPV students' credentials. For any further doubts or requests please consult the KIRO materials and the FAQ listed in the presentation of the first lecture.
Degrees
Degrees
COMMUNICATION, INNOVATION, MULTIMEDIA
Bachelor’s Degree
3 years
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