Course catalogue | University of Parma

Professor
Academic discipline: Economia e gestione delle imprese (SECS-P/08)
Field: Aziendale
Type of training activity: Characterising

63 hours
of face-to-face activities

9 credits

hub: PARMA

course unit
in - - -

lectures timetable unavailable

exam calls

Learning objectives

competence in order to understand the interrelation of different marketing tools

Prerequisites

- - -

Course unit content

management tools and marketing mix process

Full programme

the students will develop advanced skills on: the integrate management on diffrent marketing lever in relation with the strategic objectives to reach;The branding strategy and the politics to achieve the equity; the operative management of of the marketing lever (product,pricing,place and promotion); the charateristics of services and the study of management tools on "8 p lever" of marketing services (product, phisical environment, promotion, pricing, people, place and time, process, productivity);The analysis of customer satisfaction.

Bibliography

Hoffman-Bateson, Marketing dei servizi, Apogeo,2009
Lambin, Market driven management, Mc Graw Hill, 2011

Teaching methods

frontal lesson and case discussion

Assessment methods and criteria

written

Other information