MARK24 - MARKETING

courses

ID:

MARK24

Duration (hours):

72

CFU:

SSD:

ECONOMIA E GESTIONE DELLE IMPRESE

Located in:

PESCARA

Url:

Course Details:

MANAGEMENT AND ECONOMICS/CORSO GENERICO Year: 2

Year:

2025

Course Catalogue:

https://unich.coursecatalogue.cineca.it/af/2025?co...

Date/time interval

Primo Semestre (21/09/2025 - 31/01/2026)

Course Objectives

The course pursues the general objective of the course of study to provide knowledge and skills regarding the marketing function, the implementation of marketing strategies that are effective in relation to the different environmental dynamics to be managed. To this end, after analyzing the placement of marketing in the main methodological approaches to the study of the company, we will detail the managerial contents of marketing management. In particular, the marketing function will be investigated in its principles and in its conceptual and technical instruments, with particular emphasis on the role of link between the company and the market carried out by this business function.

Course Prerequisites

Knowledge of the basic principles of Economics and Business Management.

Teaching Methods

The course includes 72 hours of lessons divided into 3 weekly lessons of 3 hours. The course includes lectures, exercises and case studies with possible testimonies in the classroom.

Attendance is recommended.

Assessment Methods

The exam procedures will be communicated at the benginning of the courxe.

Texts

J. Paul Peter, James H. Jr. Donnelly, Carlo A. Pratesi, Marketing, Mc Graw Hill, ultima edizione.
Tresca R., Reti: approcci metodologici e dinamiche imprenditoriali emergenti, Cedam 2014 (limited to the paragraphs: 1.1, 1.2, 1.3 e 2.3)
N.B: The material related to point 3. of the program will be announced at the beginning of the course.

Marketing: managerial contents.
1.Definition of marketing.
2. Inclusion of the Marketing in the main approaches to the study of the company.
3. Historical-evolutionary path traced by marketing in the light of the guidelines.
4. Marketing as a managerial process:
the strategic phase: market analysis;
the operational phase: detailed analysis of the levers of the marketing mix.
5. Marketing strategy in strategic business planning.
6. The buying behavior of the target market (consumer / organizations).
7. Marketing information systems and marketing research.
8. Brand management and brand equity.
9. Elements of digital marketing.

Course Language

Italian

More information

All information concerning the course, the lecture notes, the support materials and the exercises and all communications will take place through the e-learning page

Erasmus students must contact the teacher for their program.