Stampa  
Codice:  
Course code:
91053
Anno accademico:
Academic year:
2010-2011
Titolo del corso:
Course title:
Seminars in Knowledge Management & Marketing Management
Modulo:  
Module:
2 - Seminar in Marketing Management
2 - Seminar in Knowledge Management
Docente 1:
Teacher 1:
ANDREINI Daniela Giuseppina
Ruolo Docente 1:
Teacher 1:
Ricercatori Universitari
Sdoppiamento 1:
Splitting 1:
0
Modulo 1:
Module 1:
0
ModalitÓ 1:
Type 1:
Convenzionale
Settore scientifico-disciplinare:
Reference sector:
SECS-P/10 Organizzazione aziendale
Anno di corso:
Year of degree course:
secondo LM MAFIB
FacoltÓ:
Faculty:
Economia
ModalitÓ di frequenza:
Type:
Non obbligatoria
Semestre:
Semester:
1 e 2
Sottoperiodo:
Sub period:
2░
Numero totale di crediti:
Total credits:
6.0
Carico di lavoro
Workload
Attività frontale:
Lectures:
24.0
Esercitazioni:
Applied activities:
0.0
Studio individuale:
Individual work:
50.0
Attività didattica a piccoli gruppi:
Group work:
0.0
Seminari:
Seminars:
0.0
Laboratori:
Laboratories:
0.0
TOTALE (voci sopra-elencate):
TOTAL:
74.0
Ore di lezione settimanali:
6.0
Prerequisiti:
Prerequisites:
Marketing Course
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.
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 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.
Testo di riferimento 1:
Course text 1:
Market-driven management : strategic and operational marketing by Jean-Jacques Lambin
Testo di riferimento 2:
Course text 2:
Marketing Management by Philip Kotler, 11th edition, Prentice Hall.
Metodi didattici:
Teaching activities:
Struttura della verifica del profitto:
Assessment:
scritto + orale
written + oral
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
Lingua di insegnamento:
Teaching language:
English
English
Altre informazioni:
Other information:
 
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