This course has two main purposes: first, it drives participants to understand the basic principles of marketing; second it offers models and tools to manage the exchange process between firms and customers.
The course consists of three parts. The first part of the course focuses on the main concept of marketing and the tools marketers use to understand consumer’s needs. The second part of the course is a walk through the main strategic decisions falling under the marketing domain (choice of the target, product and service positioning and development). The third part is focused on the implementation side of marketing, i.e. pricing, distribution and communication.The course provides students with a learning experience based on lectures, class exercises and homework, and group assignments, aimed at reflecting the marketing management process existing within firms. The focus is on the basic marketing concepts (product, place, price, promotion) as they relate to the field of global marketing.
- Teacher: Marta Pizzetti