Learning objectives
Strategic and operative marketing is based on the knowledge of the market, or rather its capacity to gather the information that is interesting by extrapolating from the enormous quantity of acquirable or available data. <br />
The course intends to transfer to the students the tools for managing the marketing informative system (MIS), together with those for gathering and analyzing internal and external data. <br />
After delineating the marketing informative system under a theoretical profile, the analysis will focus on management tools to support marketing decisions (new product launch, market performance, price definition and control, management of the client portfolio, control of communication). <br />
Prerequisites
A good knowledge of industrial and commercial marketing.
Course unit content
The usefulness of the marketing informative system <br />
The sub-systems which make up the marketing informative system <br />
Measuring company commercial performance: the integration of the informative sub-systems <br />
The matrixes for analyzing and managing the client portfolio <br />
The informative system for analyzing the market performance of the product and the brand <br />
The informative system for defining and controlling price <br />
The informative system for supporting the distributive systems <br />
The informative system for defining and controlling mass communication <br />
The informative system for defining and controlling direct communication <br />
The informative system for defining and controlling sales promotion <br />
Full programme
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Bibliography
Mauri C. (2007), Il sistema informativo di marketing, Giappichelli G. Editore, Turin (ch. I, II, III, V) <br />
Molteni L., Troilo G. (2007), Ricerche di marketing, McGraw-Hill, Milan (ch. 10, 11, 12, 13, 14, 15) <br />
Teaching methods
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The course will develop with classroom lectures, integrating aspects of a theoretical nature and corporate practice. <br />
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Assessment for the preparation will be in written form and, at the request of the interested party, also in oral form. <br />
The length of the written exam is 1 and a half hours and consists of answering 3 questions on the course content. <br />
Assessment methods and criteria
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Other information
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