Marketing (advanced)
A.A. 2024/2025
Obiettivi formativi
This course equips students with:
Advanced knowledge of international business and marketing in global contexts, enabling them to analyze key trends and assess market entry strategies for companies expanding abroad.
Insights into foreign markets and global supply chains, considering ongoing transformations driven by geopolitical uncertainty.
An understanding of the evolving dynamics of sales and marketing in B2B and B2C environments, including the impact of digitalization, sustainability, and business activities on the global economy.
Exposure to emerging marketing trends, such as Artificial Intelligence, virtual reality, IoT, and other digital technologies shaping modern business practices.
The ability to communicate effectively with international companies and customers, identifying their needs and applying sales techniques to foster business relationships.
Analytical skills to assess the behavior of global businesses and consumers, developing marketing and sales strategies that create value for companies and stakeholders.
Advanced knowledge of international business and marketing in global contexts, enabling them to analyze key trends and assess market entry strategies for companies expanding abroad.
Insights into foreign markets and global supply chains, considering ongoing transformations driven by geopolitical uncertainty.
An understanding of the evolving dynamics of sales and marketing in B2B and B2C environments, including the impact of digitalization, sustainability, and business activities on the global economy.
Exposure to emerging marketing trends, such as Artificial Intelligence, virtual reality, IoT, and other digital technologies shaping modern business practices.
The ability to communicate effectively with international companies and customers, identifying their needs and applying sales techniques to foster business relationships.
Analytical skills to assess the behavior of global businesses and consumers, developing marketing and sales strategies that create value for companies and stakeholders.
Risultati apprendimento attesi
Upon completing the course, students will be able to analyze international markets, business strategies, and global supply chain dynamics. They will develop and implement marketing strategies for B2B and B2C environments, considering digitalization and sustainability. The course will enhance their ability to leverage emerging technologies while critically analyzing marketing issues and evaluating real-world business scenarios. Students will also refine their communication, negotiation, and relationship management skills in international business contexts. Lastly, they will learn to align marketing decisions with organizational goals, consumer behavior, and competitive dynamics, supporting the execution and management of strategic marketing plans with a global perspective.
Periodo: Terzo trimestre
Modalità di valutazione: Esame
Giudizio di valutazione: voto verbalizzato in trentesimi
Corso singolo
Questo insegnamento può essere seguito come corso singolo.
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Terzo trimestre
Programma
Practical and Operational Approach
The course explores key principles of international business and marketing strategy through market analysis and customer insights. It examines the transformation of global sales processes, with a focus on digital technologies.
Managerial Orientation
Emphasizing business relations and international networks, the course analyzes major managerial decisions required to align organizational objectives, capabilities, and resources with market opportunities.
Analytical Approach
Conceptual tools and frameworks are introduced to address recurring challenges in marketing management. Case studies and real-world examples illustrate effective strategies and best practices.
Multidisciplinary Perspective
Drawing on insights from economics, behavioral science, and management theory, the course provides a robust foundation for tackling marketing and sales challenges across various industries.
Strategic and Universal Application
Students will apply strategic thinking to a broad spectrum of marketing contexts, including products, services, places, ideas, and causes. The course is relevant to consumer and business markets, profit and nonprofit organizations, and companies of all sizes across diverse industries.
Comprehensive and Balanced Coverage
The course offers a structured and holistic approach to designing and executing successful marketing strategies in international settings.
The course explores key principles of international business and marketing strategy through market analysis and customer insights. It examines the transformation of global sales processes, with a focus on digital technologies.
Managerial Orientation
Emphasizing business relations and international networks, the course analyzes major managerial decisions required to align organizational objectives, capabilities, and resources with market opportunities.
Analytical Approach
Conceptual tools and frameworks are introduced to address recurring challenges in marketing management. Case studies and real-world examples illustrate effective strategies and best practices.
Multidisciplinary Perspective
Drawing on insights from economics, behavioral science, and management theory, the course provides a robust foundation for tackling marketing and sales challenges across various industries.
Strategic and Universal Application
Students will apply strategic thinking to a broad spectrum of marketing contexts, including products, services, places, ideas, and causes. The course is relevant to consumer and business markets, profit and nonprofit organizations, and companies of all sizes across diverse industries.
Comprehensive and Balanced Coverage
The course offers a structured and holistic approach to designing and executing successful marketing strategies in international settings.
Prerequisiti
None
Metodi didattici
Lectures, practical case studies, guest speakers and business games (for attendees).
Materiale di riferimento
Reference Material for Attendees:
"Marketing Management" Global Edition - 16th edition by Kotler, Keller, Cherney (Pearson) 2025
Course slides and materials.
Reference Material for Non-Attendees:
"Marketing Management" Global Edition - 16th edition by Kotler, Keller, Cherney (Pearson) 2025
"Marketing Management" Global Edition - 16th edition by Kotler, Keller, Cherney (Pearson) 2025
Course slides and materials.
Reference Material for Non-Attendees:
"Marketing Management" Global Edition - 16th edition by Kotler, Keller, Cherney (Pearson) 2025
Modalità di verifica dell’apprendimento e criteri di valutazione
For attending students, the exam will consist of a 75-minute written test with the option of choosing 3 out of 4 open questions; the grade will be expressed as a mark out of thirty.
For non-attending students, the exam will consist of a 90-minute written test with 4 open questions; the grade will be expressed as a mark out of thirty.
During the examination, knowledge of the subject matter, the ability to construct an answer by linking different topics, as well as the ability to provide applied examples will be assessed.
DSA/SLD students will be entitled to an additional 15 minutes or other compensatory measures specified by the University and approved by the Teacher.
For non-attending students, the exam will consist of a 90-minute written test with 4 open questions; the grade will be expressed as a mark out of thirty.
During the examination, knowledge of the subject matter, the ability to construct an answer by linking different topics, as well as the ability to provide applied examples will be assessed.
DSA/SLD students will be entitled to an additional 15 minutes or other compensatory measures specified by the University and approved by the Teacher.
Siti didattici
Docente/i