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Learning Objectives

The course aims to transfer to students theoretical and practical advanced knowledge on the fundamentals and the analytical and operational tools of marketing for understanding and interpreting firms’ approach to the market.
The ultimate aim of the course is to develop key competences and abilities necessary to operate as entrepreneur, manager and as a professional in the field of management
consulting able to carry out market research related to products, make decisions on market strategies and the creation and transfer of value to the customer, and implement such
At the end of the course, on the basis of the knowledge acquired and skills developed through the course material, project work (in teams), business cases, and interaction with
experts in the field, students will have learned the fundamental concepts of marketing, relating both to the analysis of consumer behavior and business strategy. In particular,
students will be able to: identify the factors influencing competitive dynamics of firms, recognize the decision-making processes underlying consumer behavior; understand the
competitive levers (product, price, distribution, communication, band) and their importance.




The course program is articulated into three parts closely related to each other.
Part I – The Market-Led Organization. The Nature of Marketing; Marketing Strategy and Planning; Understanding Customer Behavior; Marketing Research and Customer Insights; Market Segmentation, Targeting and Positioning.
Chapter #1: The Nature of Marketing
Chapter #2: Marketing Strategy and Planning
Chapter #3: Understanding Customer Behaviour. The paragraph “Influences on organizational buying behaviour” (pp. 79-83) is excluded
Chapter #4: Marketing Research and Customer Insights. The sub-paragraphs “Initial contact”, “Research brief” and “Research proposal” (pp. 105-106) are excluded.
Chapter #5: Market Segmentation, Targeting and Positioning.

Part II – Creating Customer Value. Value through Products and Brands; Value Through Services, Relayionships and Experiences, Value through Pricing.
Chapter #6: Value through Products and Brands.
Chapter #7: Value through services, Relationships and Experiences.
Chapter #8: Value through pricing.

Part III – Delivering and Managing Customer Value. Distribution; Integrated Marketing Communications (Mass, Direct and Online Communications Techniques)
Chapter #9: Distribution: Delivering Customer value
Chapter #10: Integrated Marketing Communications I: Mass Communications Techniques
Chapter #11: Integrated Marketing Communications II: Direct and Online Communications Techniques

Chapter #12: The Marketing Environment. This chapter is excluded.
In each of the abovementioned chapters, the sub-sections titled “Marketing Spotlight”, “Marketing in Action”, “Critical Marketing perspective”, “Appendix” and “Case” are not included in the program.


Fahy J. & Jobber D, Foundations of Marketing, McGraw Hill, 7th Edition.


Material indicated by the professor
Supplementary study material pertaining to in-depth analysis (thematic seminars and analysis of company cases).

Teaching methods

The teaching activity, in line with the training objectives of the course, responds to a theoretical-practical approach that combines lectures, thematic seminars with testimonials,
discussion of business cases, and project work for a total of 36 hours of training, according to the calendar published before the start of the semester on the Bachelor’s Degree Course
The lectures include the discussion of the theoretical and methodological foundations

Exam Rules

For both attending and non-attending students, the exam focuses on the topics of the course program, including topics emerging from in-depth seminars and from the analysis of
business cases. The exam consists of a written test on the contents of the course and a presentation of a project work. Both exam methods contribute to the final grade. The project
work is valid only for one academic year.

For attending students, the evaluation of the project work (in team) is based on a PowerPoint presentation and classroom discussion. Each student, with his own work group, will present the project created during the course in the classroom and the grade will be given to the group.

For non-attending students, the evaluation of the project work takes place on the basis of a report that must be delivered to the teacher one week before the exam; the grade will be given to the individual student.

The exam assesses the overall preparation by the student in accordance with the Dublin.