Marketing and Business Strategy

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.

1. Knowledge and understanding: By the end of the course, the student must demonstrate knowledge of the theoretical foundations of business strategy and marketing, including concepts related to business performance, competitive advantage, and the strategic and marketing planning process.

2. Applying knowledge and understanding: The student must demonstrate the ability to apply analytical tools to build and evaluate business strategies and propose a marketing plan consistent with the company's potential and based on consumer perception analysis.

3. Making judgments: The student must demonstrate the ability to identify and describe business strategies and their economic outcomes. They should also be able to independently interpret data from marketing analyses, with particular attention to perceptual mapping.

4. Communication: The student must demonstrate the ability to use appropriate terminology within the field of business economics. Specifically, they should be able to communicate complex marketing-related concepts and present the results of analyses conducted during exercises in a clear and coherent manner.

5. Lifelong learning skills: The student must demonstrate the ability to independently deepen their understanding of the topics covered during the course by utilizing additional educational resources. Moreover, they should demonstrate the capability to apply acquired knowledge in data analysis and advanced study contexts.