Codice: Course code: |
91053 | |||||||||||||||||||||||||||||||||||
Anno accademico: Academic year: |
2010-2011 | |||||||||||||||||||||||||||||||||||
Titolo del corso: Course title: |
SEMINAR IN KNOWLEGDE MANAGEMENT & MARKETING MANAGEMENT (Boarding pass) | |||||||||||||||||||||||||||||||||||
Modulo: Module: |
1 - MARKETING MANAGEMENT | |||||||||||||||||||||||||||||||||||
Docente 1: Teacher 1: |
ANDREINI Daniela Giuseppina | |||||||||||||||||||||||||||||||||||
Ruolo Docente 1: Teacher 1: |
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Sdoppiamento 1: Splitting 1: |
0 | |||||||||||||||||||||||||||||||||||
Modulo 1: Module 1: |
0 | |||||||||||||||||||||||||||||||||||
Modalità 1: Type 1: |
Convenzionale | |||||||||||||||||||||||||||||||||||
Settore scientifico-disciplinare: Reference sector: |
SECS-P/08 Economia e gestione delle imprese | |||||||||||||||||||||||||||||||||||
Anno di corso: Year of degree course: |
secondo
SECOND |
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Facoltà: Faculty: |
Economia | |||||||||||||||||||||||||||||||||||
Modalità di frequenza: Type: |
Non obbligatoria | |||||||||||||||||||||||||||||||||||
Semestre: Semester: |
1 | |||||||||||||||||||||||||||||||||||
Sottoperiodo: Sub period: |
1° | |||||||||||||||||||||||||||||||||||
Numero totale di crediti: Total credits: |
3.0 | |||||||||||||||||||||||||||||||||||
Carico di lavoro Workload |
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Prerequisiti: Prerequisites: |
Marketing Course
Marketing Course |
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Obiettivi formativi: Educational goals: |
Course Objectives and Overview:
The objective of this course is to introduce to the marketing decisions in an organization and teach students to think like a marketers. In order to reach this goal, students will study and practice:
- strategic role of marketing and develop the ability to define and analyze the marketing problems dealt with by managers, and
- analytical concepts and techniques currently being used in marketing.
Metodology
This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students? cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments.
Course Objectives and Overview: The objective of this course is to introduce to the marketing decisions in an organization and teach students to think like a marketers. In order to reach this goal, students will study and practice: - strategic role of marketing and develop the ability to define and analyze the marketing problems dealt with by managers, and - analytical concepts and techniques currently being used in marketing. Metodology This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students? cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments. |
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Contenuto del corso: Course contents: |
Students will study marketing subjects related to:
- Marketing management plan
- Marketing research methods
- Segmentation
- Targeting
- Positioning
- Branding
- Product Management
- Price Management
- Distribution Managment
- Communication Management
- Internet Marketing
These subjects will be studied throught the analysis of case studies and the study of scientific articles.
Moreover, two corporate testimonies will develop managerial issues to be discussed in class.
Students are expected to:
- attend 80% of scheduled classes. Attendance will be random checked. All absences must have a written or verbal explanation provided by student to the instructor before the class starts;
- participate actively in class case discussions, general discussions;
- read papers in advance and contribute to the discussion at the end of students? presentation;
- write case study reports in groups and deliver for reviews;
- answer to a final exam question.
Students will study marketing subjects related to: - Marketing management plan - Marketing research methods - Segmentation - Targeting - Positioning - Branding - Product Management - Price Management - Distribution Managment - Communication Management - Internet Marketing These subjects will be studied throught the analysis of case studies and the study of scientific articles. Moreover, two corporate testimonies will develop managerial issues to discuss with students during the classes. Students are expected to: - attend 80% of scheduled classes. Attendance will be random checked. All absences must have a written or verbal explanation provided by student to the instructor before the class starts; - participate actively in class case discussions, general discussions; - read papers in advance and contribute to the discussion at the end of students? presentation; - write case study reports in groups and deliver for reviews; - answer to a final exam question. |
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Testo di riferimento 1: Course text 1: |
Market-driven management : strategic and operational marketing by Jean-Jacques Lambin, in collaboration with Ruben Chumpitaz and Isabelle Schuiling (pagine/pages: 200) | |||||||||||||||||||||||||||||||||||
Testo di riferimento 2: Course text 2: |
Marketing Management by Philip Kotler, 11th edition, Prentice Hall. (pagine/pages: 200) | |||||||||||||||||||||||||||||||||||
Metodi didattici: Teaching activities: |
ACTIVE LEARNING | |||||||||||||||||||||||||||||||||||
Struttura della verifica del
profitto: Assessment: |
scritto
written |
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Descrizione verifica del profitto: |
40% Case Studies Solution and reviews
20% Group presentation
20% Exam
20% Individual Evaluation
40% Case Studies Solution and reviews 20% Group presentation 20% Exam 20% Individual Evaluation |
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Lingua di insegnamento: Teaching language: |
English
English |
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Altre informazioni: Other information: |
Subperiods: I-II | |||||||||||||||||||||||||||||||||||