Learning objectives are: - knowing and understanding marketing foundations, theories and models; - applying knowledge to practical marketing problems in different types of organizations; - analyzing and evaluating critically marketing issues; - communicating effectively and using technical language; - working in professional contexts and in teams, being able to self-assess and learn continually
Course Prerequisites
It is important to have foundations of statistics, management, accounting, microeconomics. These pre-requisites do not apply to students from the psychology curricula. Also a good knowledge of the English language is a pre-requisite.
Teaching Methods
Lectures are supported by PPT slides. During the lectures the lecturer proposes quiz, real cases and problems to be discussed in classroom. Through the moodle KIRO, students can be invited to individual challenges and team works, which are not mandatory. The exam preparation is supported by availability on the elearning platform of all materials,. In addition to this, at the end of a topic the lecturer proposes in class a mock exam.
Assessment Methods
The exam is written, with 30 multiple choice questions, one point per each correct answer., minus 0,5 for wrong answer. In order to pass the student must reach 18. During the exam students can use a calculator. Foreign students are allowed also to bring a vocabulary. Students are also encouraged during the course to discuss and present case studies both individually and in team, which can provide extra points. The exam preparation is supported by the regular organization of mock exams during the lectures, after every module.
Texts
The textbooks are 1) A.Zucchella, G.Magnani, Customer centric organization e comunicazione, Franco Angeli, Milano, 2019, ISBN 9788891781383 2) Principi di Marketing, Kotler et al. 2025, Pearson, ISBN 9788891936554 For students of the psychology curricula the textbook is only the second one (Principi di Marketing, Kotler et al. 2025, Pearson), and only chapters 1-2-3-4-9-10-13. Slides, cases and readings are available on the KIRO moodle platform, accessible to students via their university login and password.
Contents
The program covers the following modules: - Key concepts in marketing - Designing and managing a customer centric organisation: objectives, tools and metrics/KPIs -Buyer behavior -Environmental analysis, market research methods and tools, market segmentation and persona design - Strategic marketing: value proposition design, targeting and positioning - Brand management - Product, pricing, distribution policies - Marketing communication strategies and tools - Digital marketing. For the 6 credit program the following modules are excluded: Customer journey KPIs, Targeting and positioning, digital marketing, Product, pricing, distribution policies More details are available in the first set of slides about program and exam, in the elearning platform KIRO
