Marketing Management

The course aims at transferring the marketing principles and make the strategic and operational tools known for a conscious management of the social process of exchange between business and market. The course provides theory and frameworks for making these decisions. At the end of the course, students will acquire the most relevant skills to support the decision-making analysis (about product, pricing, channel, promotion) that precedes the development of a marketing plan.

At the end of the course student will be able to:
· Design, implement, and evaluate marketing strategies through the use of marketing concepts such as positioning, targeting, and innovating.
· Understand and interpret market research tools such as consumer reports, perceptual maps, etc .
· Create a marketing strategy based on the differentiation.
· Draw the structure of a marketing plan related to the consumer industry.
· Recognize the causal links between value for the customer, customer satisfaction, size and quality of market relations and the firm's value.