Stampa  
Codice:  
Course code:
91067-ENG
Anno accademico:
Academic year:
2011-2012
Titolo del corso:
Course title:
Knowledge & Marketing Management
Modulo:  
Module:
Unico
Docente 1:
Teacher 1:
ANDREINI Daniela Giuseppina
Ruolo Docente 1:
Teacher 1:
Ricercatori Universitari
Sdoppiamento 1:
Splitting 1:
0
Modulo 1:
Module 1:
0
Modalità 1:
Type 1:
Convenzionale
Docente 2:
Teacher 2:
GEKLER R. Brooks (Visiting Professor)
Ruolo Docente 2:
Teacher 2:
Sdoppiamento 2:
Splitting 2:
0
Modulo 2:
Module 2:
0
Modalità 2:
Type 2:
Convenzionale
Settore scientifico-disciplinare:
Reference sector:
SECS-P/08 Economia e gestione delle imprese
Anno di corso:
Year of degree course:
insegnamento magistrale
Facoltà:
Faculty:
Economia
Modalità di frequenza:
Type:
Non obbligatoria
Semestre:
Semester:
1
Sottoperiodo:
Sub period:
Numero totale di crediti:
Total credits:
12.0
Carico di lavoro
Workload
Attività frontale:
Lectures:
96.0
Esercitazioni:
Applied activities:
0.0
Studio individuale:
Individual work:
204.0
Attività didattica a piccoli gruppi:
Group work:
0.0
Seminari:
Seminars:
0.0
Laboratori:
Laboratories:
0.0
TOTALE (voci sopra-elencate):
TOTAL:
300.0
Ore di lezione settimanali:
0.0
Prerequisiti:
Prerequisites:
Marketing or International Marketing
Marketing or International Marketing
Obiettivi formativi:
Educational goals:
Knowledge and Marketing Management Seminar is part of the Boarding Pass Program. BOARDING PASS is a program of the Faculty of Economics & Business Administration at Bergamo University (I) in collaboration with Freie Universität Berlin, Technische Universität Chemnitz (D) and IESEG School of Management, Lille (F). Dedicated to the students attending in Bergamo the second year of MAFIB (curriculum in Management, Leadership & Marketing), and the students of our partner universities in France and Germany. The objectives of knowledge and Marketing Seminar are twofold: the first part of the course (6 credits) will provide a sound knowledge of qualitative and quantitative methods for Marketing and Social Science Research. The second part of the course will concentrate on Marketing Management and the tools and techniques to take better decision in marketing.
Knowledge and Marketing Management Seminar is part of the Boarding Pass Program. BOARDING PASS is a program of the Faculty of Economics & Business Administration at Bergamo University (I) in collaboration with Freie Universität Berlin, Technische Universität Chemnitz (D) and IESEG School of Management, Lille (F). Dedicated to the students attending in Bergamo the second year of MAFIB (curriculum in Management, Leadership & Marketing), and the students of our partner universities in France and Germany. The objectives of knowledge and Marketing Seminar are twofold: the first part of the course (6 credits) will provide a sound knowledge of qualitative and quantitative methods for Marketing and Social Science Research. The second part of the course will concentrate on Marketing Management and the tools and techniques to take better decision in marketing.
Contenuto del corso:
Course contents:
This course is divided in two main areas: 1. Knowledge Management 2. Marketing Management 1. Knowledge Management Marketing is a discipline which has become well-established within companies. “In a Market economy, the role of market-driven management is to design and promote, at a profit for the firm, added value solutions to people and or organizations problems” (Lambin, 2007). It is because this discipline concentrates on the process of exchange value between two market groups that is has been immediately impacted by information and knowledge. In this Module (6 credits) students will learn the process of theory creation in marketing, the differences between quantitative and qualitative methods, analysis and approaches. Reading, exercises and case studies will permit the students to experience knowledge creation, exchange and elaboration. 2. Marketing Management The objective of this module 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. METHODOLOGY 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.
This course is divided in two main areas: 1. Knowledge Management 2. Marketing Management 1. Knowledge Management Marketing is a discipline which has become well-established within companies. “In a Market economy, the role of market-driven management is to design and promote, at a profit for the firm, added value solutions to people and or organizations problems” (Lambin, 2007). It is because this discipline concentrates on the process of exchange value between two market groups that is has been immediately impacted by information and knowledge. In this Module (6 credits) students will learn the process of theory creation in marketing, the differences between quantitative and qualitative methods, analysis and approaches. Reading, exercises and case studies will permit the students to experience knowledge creation, exchange and elaboration. 2. Marketing Management The objective of this module 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. METHODOLOGY 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.
Testo di riferimento 1:
Course text 1:
Research Design by John W. Creswell, SAGE Pubblications, 3rd Edition (pagine/pages: 202)
Testo di riferimento 2:
Course text 2:
Market-driven management : strategic and operational marketing by Jean-Jacques Lambin, in collaboration with Ruben Chumpitaz and Isabelle Schuiling (pagine/pages: 50)
Testo di riferimento 3:
Course text 3:
Marketing Management by Philip Kotler, 11th edition, Prentice Hall. (pagine/pages: 50)
Metodi didattici:
Teaching activities:
Struttura della verifica del profitto:
Assessment:
scritto + orale
written + oral
Descrizione verifica del profitto:
30% Reaction Papers, Case Studies Solutions and reviews 20% Group presentation 30% Exam 20% Individual Evaluation
30% Reaction Papers, Case Studies Solutions and reviews 20% Group presentation 30% Exam 20% Individual Evaluation
Lingua di insegnamento:
Teaching language:
english
english
Altre informazioni:
Other information:
Semester: I Coordinator: prof. aggr. ANDREINI Daniela IMPORTANTE: Per le propedeuticità previste consultare il sito www.unibg.it/economia nella sezione Piani di studi.
 
Stampa