The course is designed to develop and deepen students understanding of basic marketing concepts and applications. Topics include, but are not limited to, marketing research, consumer behaviour, product development, pricing, marketing channels and distribution, promotional strategy, retail marketing. The purpose of this course is to familiarize students with the vocabulary and concepts of marketing, the role of marketing within the firm and functional, and strategic problems dealt with by marketing managers in their efforts to compete in the marketplace.
1. Lambin J.J. (2016), Marketing-driven management. Marketing strategico e operativo. McGraw-Hill: Milano (7° edizione)
2. Class material