MARKETING MANAGEMENT

Single discipline educational activity

Course Sheet

Course code:

000457L

Academic Year of enrolment:

2022

Year of supply:

2023/2024

Type of Course:

Characterising

Degree:

Course of 2nd Cycle Degree in BUSINESS ADMINISTRATION

Disciplinary Sector:

Corporate Finance

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

PINO Giovanni

Cycle:

Second semester

Hours of classroom activity:

Individual study hours:

153

Prerequisites:

Although there are no specific requisites for this unit, the ability to read and understand documents written in English would facilitate the achievement of the learning objectives.

Objectives

Marketing Management aims at developing the following capabilities:

a) ability to develop knowledge and understand: during the lessons, the reference to real companies and brands will allow students to consolidate their ability to analyze and understand problems that fall within the marketing domain.

b) ability to apply knowledge: this course will pay particular attention to the practical application of the theoretical principles presented through the lectures. This will be done both through references to real examples and through case studies that students will develop to achieve part of the final grade.

c) ability to make judgments and draw conclusions: through this unit, students will have the opportunity to analyze quantitative data, identify possible interrelationships among such data, interpret the meaning that these data might have for marketing decision-making.

d) communication skills: this unit aims to expand students’ knowledge of the technical terminology used in the marketing field and managerial disciplines in general; secondly, this unit aims to strengthen public speaking skills (through group presentations) as well as written communication skills (though the writing-up of short reports).

e) learning skills: this unit aims to enhance students’ ability to assess marketing management issues in an analytical way, search for information useful to better understand these problems, identify possible solutions.

Contents

Marketing Management aims to develop a deep knowledge of marketing logics paying special attention to the tools that could be used to monitor, understand, and predict consumer reaction to marketing communication strategies. Toward this end, this unit will adopt a teaching approach based on the presentation of theoretical notions and their application to real problems. Specifically, this unit aims to develop specialized competences concerning: a) the analysis of online and offline consumer behavior through quantitative techniques; b) the metrics that allow marketers to check the achievement of marketing objectives; and c) market research methodologies.

Extended Syllabus

1. MARKETING IN THE DIGITAL TECHNOLOGY ERA
Evolution of markets and the notion of marketing; consumers’ needs and desires; the notion of “marketing mix” in the era of big data, artificial intelligence, and communication based on digital technologies.

2. STRATEGIC MARKETING PLANNING
Formulation process of marketing strategies; analysis of the environment; marketing plans.

3. THE MARKETING INFORMATION SYSTEM
The concept of "marketing intelligence"; demand monitoring; role of artificial intelligence in demand forecasting; business and customer analytics; the process of data collection, analysis, and interpretation; methodological approaches and marketing research techniques.

4. RELATIONS WITH CUSTOMERS
B2C and B2B marketing; consumer behavior; purchasing decision-making process; the concepts of segmentation, targeting, and positioning.

5. BRANDING STRATEGIES
Brand functions; brand differentiation and positioning strategies; measurement of brand value; the concept of "brand equity".

6. MARKET OFFERINGS
The concepts of product and service in the classic vision and in the era of digital marketing - digital products / services; role of non-fungible tokens (NFT); tracking of supply, production and distribution chains using blockchain technology;

7. THE PRICE
Pricing policies; use of data relating to online browsing activities to define pricing strategies (dynamic pricing)

8. THE PLACEMENT OF THE OFFER ON THE MARKETS
Integrated management of marketing channels (interchannel and omnichannel); support services for distribution and sales; sales through offline, online, and hybrid channels; e-commerce: from e-commerce sites to social media sales; use of Google Analytics in online stores’ performance monitoring.

9. COMMUNICATION ACTIVITIES
Formulation process of communication strategies; advertising; communication via the online channel; communication strategies via social media; content creation; dynamic adverts; marketing communication performance metrics (click-through rate, conversion rate, impressions, e-wom, referrals); promotions, public relations; sponsorships.

Recommended Bibliography

Kotler, P., Keller, K., Ancarani, F., Costabile, M. (2017), Marketing Management, Pearson Italy, ISBN: 9788891902405 (15th edition). Powerpoint slides available on fad.unich.it.

Methods of Provision

Conventional

Teaching Methods

Traditional lectures; practical sessions with statistical software; analysis of case studies and articles published in scientific journals. Some lectures could be taught in English.

Evaluation methods

Verification of learning:

Students should take a written exam. During the semester, students could work on a case study and take a mid-term test which will both contribute to the final mark.

Contacts/More Information

There is no specific program for part-time or Erasmus students.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree