Marketing Management

Course coordinator: prof. Simona Romani

COURSE DESCRIPTION:
The course aims at providing up-to-date theoretical insights in how marketing affects customer decision making and buying behaviour. Further, students will learn how management and marketing decisions affect the overall performance of the firm.

OBJECTIVES:

  • Skills:
    - Develop understanding for various approaches in marketing theory
    - Improve strategic and operational sensitiveness for management oriented problem formulation
  • Knowledge:
    - Ability to develop marketing strategies in different conditions
    - Understand different marketing contexts from the cultural perspective
  • Attitudes:
    - Acquire a management oriented attitude in problem formulation and search for solutions
MAIN CONTENTS:
  1. Introduction to Marketing Management: extant theories and approaches
  2. Consumer Behaviour
  3. Organizational Buying Behaviour
  4. The Role of Consumption Communities in the Market Process
  5. Promotion Strategies and Hybrid Forms of Communication
  6. Branding Strategies: Pros and Cons of Consumer-Brand Relationships
  • Practical exercises
  • Case studies