Alfonso SIANO | MARKETING
Alfonso SIANO MARKETING
cod. 0312200084
MARKETING
| 0312200084 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF6 | |
| COMMUNICATION SCIENCES | |
| 2023/2024 |
| OBBLIGATORIO | |
| YEAR OF COURSE 3 | |
| YEAR OF DIDACTIC SYSTEM 2019 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 9 | 60 | LESSONS |
| Objectives | |
|---|---|
| THE COURSE AIMS TO PROVIDE STUDENTS WITH THE COGNITIVE BASIS FOR UNDERSTANDING THE SOCIAL, TECHNOLOGICAL, ECONOMIC, COMPETITIVE AND CONSUMPTION FACTORS AT THE BASE OF THE MARKETING PROCESSES. THE COURSE INTENDS TO DEVELOP THE CORE SKILLS FOR AN EFFECTIVE AND EFFICIENT MARKETING PROCESS, AT STRATEGIC AND OPERATIONAL LEVEL, WITH SPECIAL ATTENTION TO THE ANALYSIS, THE ASSESSMENTS AND DECISIONS IN THE FIELD OF MARKETING COMMUNICATION. IN THE LIGHT OF KNOWLEDGE ACQUIRED, THE STUDENT WILL BE ABLE TO: - UNDERSTAND THE MEANING AND VALUE OF THE CONCEPTS, PRINCIPLES, TECHNIQUES AND TOOLS OF MARKETING AND COMMUNICATION; - CORRECTLY USE THE PRINCIPLES, TECHNIQUES AND TOOLS FOR RESEARCH, ANALYSIS, EVALUATION, DECISION AND CONTROL OF RESULTS IN THE FIELD OF MARKETING AND COMMUNICATION; - EXPRESS CRITICAL ATTITUDES AND JUDGEMENT IN ORDER TO KNOW HOW TO CORRECTLY TAKE CHOICES IN A RANGE OF DIFFERENT OPTIONS; - ACHIEVE ADEQUATE SKILLS OF PROBLEM SOLVING IN THE FIELD OF MARKETING AND COMMUNICATION. |
| Prerequisites | |
|---|---|
| UNDERSTANDING OF THE DISCIPLINE REQUIRES THE KNOWLEDGE OF THE BASICS OF ECONOMICS, ORGANIZATION AND BUSINESS MANAGEMENT. |
| Contents | |
|---|---|
| - MISSION AND VISION - MARKETING MANAGEMENT PROCESS (PHASES AND ACTIVITIES) - CONSUMER BEHAVIOR - MARKET SEGMENTATION - TARGETING - ANALYSIS AND DECISIONS OF COMPETITIVE POSITIONING - RELATION BETWEEN STRATEGIC AND OPERATIONAL MARKETING - THE MARKETING MIX - ANALYSIS, EVALUATIONS AND DECISIONS OF PRODUCT - ANALYSIS, EVALUATIONS AND DECISIONS OF PRICING - ANALYSIS, EVALUATIONS AND DECISIONS OF DISTRIBUTION - ANALYSIS, EVALUATIONS AND DECISIONS OF MARKETING COMMUNICATION - MARKETING COMMUNICATION: PURPOSE, OBJECT AND PUBLIC - COMMUNICATION-MIX (TECHNIQUES AND CHANNELS) IN MARKETING COMMUNICATION - ADVERTISING, COPY STRATEGY, AND SLOGANS - REAL TIME MARKETING - CONTROVERSIAL MARKETING - GAMIFICATION - GUERRILLA MARKETING (STREET/URBAN/AMBIENT MARKETING) AND AMBUSH MARKETING - INBOUND MARKETING, MARKETING VIRALE E TRIBALE - MARKETING PLAN - COMMUNICATION PLAN |
| Teaching Methods | |
|---|---|
| THE DISCIPLINE IS INTRODUCED THROUGH LECTURES FOR ENCOURAGING THE ENGAGEMENT AND THE PROPOSITIVE ABILITY OF THE STUDENTS, IN THE PERSPECTIVE OF DEBATE AND CONTINUOUS COMPARISON ON THE COURSE TOPICS. LECTURES AND PRACTICE SESSIONS AIM TO AVOID THAT THE LESSONS ARE PASSIVELY EXPERIENCED BY THE STUDENTS. |
| Verification of learning | |
|---|---|
| THE EXAMINATION CONSISTS OF AN ORAL TEST THAT MAY BE PRECEDED BY A WRITTEN TEST WITH MULTIPLE-CHOICE TESTS LASTING 40 MINUTES. THE EXAMINATION AIMS TO VERIFY THAT THE STUDENT HAS DEVELOPED AN ADEQUATE PREPARATION IN THE SUBJECT, CRITICAL ATTITUDES AND AUTONOMY OF JUDGMENT, AS WELL AS AN ADEQUATE MASTERY OF THE LANGUAGE (TERMINOLOGY), TECHNIQUES AND TOOLS PROPOSED THROUGH THE TEACHING. |
| Texts | |
|---|---|
| MATTIACCI A., PASTORE A., MARKETING. IL MANAGEMENT ORIENTATO AL MERCATO, HOEPLI, MILANO, 2013. |
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