MARKETING ED ECONOMIA AZIENDALE

As to Business Administration, the course aims to provide students with the terminology and fundamental methodologies of the business disciplines useful for representing and understanding the operation, the governance of enterprises, and the conditions for achieving business success.

As to Marketing, the course aims to provide students with the terminology, methodologies and basic technical knowledge of traditional marketing and digital marketing, useful for the education of marketing, advertising and public relations technicians.

The course is structured in 36 hours of lectures, with Powerpoint support and student involvement in discussing short case studies.

“Business Administration”: principles of governance, business success, and the financial statement

1. Notion of firm and business administration.

2. Basic principles of governance: progress, unity, autonomy, profitability, solvency, notions of effectiveness, efficiency and business risk; relationship between profitability and solvency.

3. Business success

4. The financial statements: balance sheet, income statement, notions of equity capital and net income.

“Marketing”: from traditional one (1.0) to digital one (4.0)

1. Definitions, historical evolution and approaches of marketing

2. Marketing management: marketing process, strategic planning, strategic and operational marketing, marketing plan

3. Segmentation, targeting, positioning, differentiation

4. Product-oriented marketing mix (marketing 1.0)

5. Client-oriented marketing and the CRM (marketing 2.0)

6. Humanistic/experiential marketing (marketing 3.0)

7. Digital marketing (marketing 4.0)

Texts:

• C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè,2014 (2^a edizione: Part I, chapters 1, 2, 3 (pp. 3-35), 5, 6 (pp. 45-67, pp. 76-79); Part II, chapter 1, only par. 1.3.1 and 1.3.2. (pp. 117-123).
• J. Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6^a edizione): chapters 1, 2, 3, 4 (pp. 1-113), 6, 7, 8 e 9 (pp. 143-270).
• P. Kotler, H. KartajayaI. Setiawan, Marketing 4.0. Dal tradizionale al digitale, Milano, Hoepli, 2017, (pp. 1-161).

Slides in MS-PPT® provided by the teacher.

Please remember that in compliance with art 171 L22.04.1941, n. 633 and its amendments, it is illegal to copy entire books or journals, only 15% of their content can be copied.

For further information on sanctions and regulations concerning photocopying please refer to the regulations on copyright (Linee Guida sulla Gestione dei Diritti d’Autore) provided by AIDRO - Associazione Italiana per i Diritti di Riproduzione delle opere dell’ingegno (the Italian Association on Copyright).

All the books listed in the programs can be consulted in the Library.