Marketing and Business Strategy
A.Y. 2024/2025
Learning objectives
The course covers the basic concepts of marketing and business strategy. The aim of the course is to provide a rigorous logical framework of how companies make decisions for managing relationships with their customers, suppliers, and competitors. The course also introduces the basic operative tools of applied marketing research and the use of the most widespread software for consumers' data collection and analysis.
Expected learning outcomes
At the end of the course, the student will be able to:
· Evaluate the competitive context in which a company operates and indicate the strengths and weaknesses of the company and the opportunities and risks present in the market in which it operates
· Describe a product or service according to the concept of "value for the consumer"
· Collaborate with a student team to propose and create an original marketing research aimed at creating a "perceptual map"
· Evaluate the competitive context in which a company operates and indicate the strengths and weaknesses of the company and the opportunities and risks present in the market in which it operates
· Describe a product or service according to the concept of "value for the consumer"
· Collaborate with a student team to propose and create an original marketing research aimed at creating a "perceptual map"
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
THEORETICAL LESSONS - 32 hours
1. Introduction to the marketing management process
· What is marketing (2 hours)
· The marketing function in corporate organizations (2 hours)
· The marketing management process (2 hours)
2. The purchasing behavior of consumers and organizations
· Variables influencing consumer purchasing behavior (4 hours)
· The purchasing decision process (2 hours)
· Structure of organizations and types of purchase (2 hours)
· Organizational structures and purchasing processes (2 hours)
3. Market segmentation
· What is meant by segmentation and types of segmentation (2 hours)
· Segmentation techniques and description of current and emerging segments (2 hours)
4. Competition
· Competitive market and Porter's 5 Forces (2 hours)
· Who are the contestants and what characteristics do they have (2 hours)
· Maps of positioning and objectives of the competitors (1 hour)
· Competition and value chain (2 hours)
· Co-petition and other competitive considerations (1 hours)
5. Corporate strategy
· Strategic planning and marketing management (2 hours)
· The company mission (1 hour)
· Strategies and markets (1 hour)
· Evaluation of strategic business areas (2 hours)
· The SWOT analysis (2 hours)
EXERCISES - 32 hours
Presentation of marketing research (2 hours)
Perception maps: what they are and how they are produced (2 hours)
Using Qualtrics software for questionnaire development (4 hours)
Preparing the database in Excel for data analysis (4 hours)
Using SPSS software to create perception maps (4 hours)
Use of PowerPoint software for presentation of results (4 hours)
Preparation of project ideas: classroom work and revision (12 hours)
1. Introduction to the marketing management process
· What is marketing (2 hours)
· The marketing function in corporate organizations (2 hours)
· The marketing management process (2 hours)
2. The purchasing behavior of consumers and organizations
· Variables influencing consumer purchasing behavior (4 hours)
· The purchasing decision process (2 hours)
· Structure of organizations and types of purchase (2 hours)
· Organizational structures and purchasing processes (2 hours)
3. Market segmentation
· What is meant by segmentation and types of segmentation (2 hours)
· Segmentation techniques and description of current and emerging segments (2 hours)
4. Competition
· Competitive market and Porter's 5 Forces (2 hours)
· Who are the contestants and what characteristics do they have (2 hours)
· Maps of positioning and objectives of the competitors (1 hour)
· Competition and value chain (2 hours)
· Co-petition and other competitive considerations (1 hours)
5. Corporate strategy
· Strategic planning and marketing management (2 hours)
· The company mission (1 hour)
· Strategies and markets (1 hour)
· Evaluation of strategic business areas (2 hours)
· The SWOT analysis (2 hours)
EXERCISES - 32 hours
Presentation of marketing research (2 hours)
Perception maps: what they are and how they are produced (2 hours)
Using Qualtrics software for questionnaire development (4 hours)
Preparing the database in Excel for data analysis (4 hours)
Using SPSS software to create perception maps (4 hours)
Use of PowerPoint software for presentation of results (4 hours)
Preparation of project ideas: classroom work and revision (12 hours)
Prerequisites for admission
No specific prerequisites are required.
Teaching methods
The teaching activity includes theoretical lectures and practical exercises. The theoretical lectures focus on Marketing and Business Strategy. During the practical exercises, each group of 6 students will collaborate on a project to create an original perceptual map based on a sample of at least 150 consumers.
Teaching Resources
Peter, J. Paul F., Donnelly, H. James, Pratesi, A. Carlo (2022). Marketing, McGraw-Hill - Chapters 1, 2, 3, 4, 6
Supplementary teaching material distributed through the Ariel website
A course web page is available on the MyAriel website: MyAriel Course Page. The page, updated annually, contains:
1. The current syllabus
2. Supplementary teaching materials for theoretical lessons - Slides, all released at the beginning of the course
3. Didactic tutorial materials - Slides, released periodically at the end of each lesson
4. A Notice Board used by the teacher to communicate with the students
5. A Forum where students can ask the teacher questions regarding didactic aspects. This area is designed as a FAQ (Frequently Asked Questions) section to facilitate the exchange of information. Students who ask general questions via email will be encouraged to use the Forum to contribute to this shared resource.
Supplementary teaching material distributed through the Ariel website
A course web page is available on the MyAriel website: MyAriel Course Page. The page, updated annually, contains:
1. The current syllabus
2. Supplementary teaching materials for theoretical lessons - Slides, all released at the beginning of the course
3. Didactic tutorial materials - Slides, released periodically at the end of each lesson
4. A Notice Board used by the teacher to communicate with the students
5. A Forum where students can ask the teacher questions regarding didactic aspects. This area is designed as a FAQ (Frequently Asked Questions) section to facilitate the exchange of information. Students who ask general questions via email will be encouraged to use the Forum to contribute to this shared resource.
Assessment methods and Criteria
The exam consists of two parts: a written session focusing on theoretical lectures and an oral session evaluating the results of practical exercises. Note that separate oral sessions are organized for students who attend the course and those who do not. The final mark is the arithmetic mean of the written and oral session scores.
Students must present a valid ID document to be admitted to the examination. Please note that the University Card cannot be used as an ID document.
**Written Exam - Theory**
The written exam is a 45-minute session with 33 multiple-choice questions. Each correct answer is worth 1 point, and 0.25 points are deducted for each incorrect answer. Students must score at least 18 points to pass. A score above 30 points is required for a grade of 30 cum laude.
**Oral Examination - Students Attending the Exercises**
The oral exam for attending students involves a group project evaluated after a 10-minute plenary presentation of the results, followed by a 5-minute discussion. The group mark is assigned by the teacher, an external expert invited by the teacher, and fellow students, calculated as follows:
- Group score = (Teacher score * 0.40) + (Expert score * 0.40) + (Students' average score * 0.20)
**Oral Examination - Students NOT Attending the Exercises**
Students who cannot attend the exercises must contact the teacher before the exam and present an international scientific article using a Microsoft PowerPoint presentation. The article, chosen and assigned by the teacher, will focus on the topic of consumption and perception of pet products or food. Presentation and evaluation rules are as follows:
1. The presentation must be in PowerPoint format.
2. The presentation should briefly cover the research background, purpose, method, and results.
3. Each student has 10 minutes: 7 minutes for the presentation and 3 minutes for discussion with the teacher.
4. Students must bring a copy of the article for the teacher.
5. The presentation grade will be averaged with the written exam grade.
6. Evaluation criteria:
- 70% understanding of the paper and presentation quality
- 30% ability to critically discuss the paper within the context of animal production sciences
Students must present a valid ID document to be admitted to the examination. Please note that the University Card cannot be used as an ID document.
**Written Exam - Theory**
The written exam is a 45-minute session with 33 multiple-choice questions. Each correct answer is worth 1 point, and 0.25 points are deducted for each incorrect answer. Students must score at least 18 points to pass. A score above 30 points is required for a grade of 30 cum laude.
**Oral Examination - Students Attending the Exercises**
The oral exam for attending students involves a group project evaluated after a 10-minute plenary presentation of the results, followed by a 5-minute discussion. The group mark is assigned by the teacher, an external expert invited by the teacher, and fellow students, calculated as follows:
- Group score = (Teacher score * 0.40) + (Expert score * 0.40) + (Students' average score * 0.20)
**Oral Examination - Students NOT Attending the Exercises**
Students who cannot attend the exercises must contact the teacher before the exam and present an international scientific article using a Microsoft PowerPoint presentation. The article, chosen and assigned by the teacher, will focus on the topic of consumption and perception of pet products or food. Presentation and evaluation rules are as follows:
1. The presentation must be in PowerPoint format.
2. The presentation should briefly cover the research background, purpose, method, and results.
3. Each student has 10 minutes: 7 minutes for the presentation and 3 minutes for discussion with the teacher.
4. Students must bring a copy of the article for the teacher.
5. The presentation grade will be averaged with the written exam grade.
6. Evaluation criteria:
- 70% understanding of the paper and presentation quality
- 30% ability to critically discuss the paper within the context of animal production sciences
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Practicals: 32 hours
Lessons: 32 hours
Lessons: 32 hours
Professor:
Demartini Eugenio
Shifts:
Turno
Professor:
Demartini EugenioEducational website(s)
Professor(s)