cod. 1011634

Academic year 2023/24
1° year of course - First semester
Professor responsible for the course unit
integrated course unit
9 credits
course unit

Course unit structured in the following modules:

Learning objectives


At the end of the first module, the students will have acquired skills on the following topics:
- to understand the marketing contribution to the creation of value for business, customer and society;
- to develop knowledge in market evolution and changes in the competitive context;
- to understand the evolution of the role of marketing in a business;
- to develop knowledge in consumer markets and consumer/customer buying behavior;
- to understand the principles of segmentation, positioning and innovation processes in order to develop customer satisfaction;
- to develop knowledge in marketing tools.
- to understand the main statistical analysis used for market research


At the end of the course the student will be able to:
- make relevant decisions related to strategic marketing;
- apply methods and tools to understand consumer/customer behavior;
- do marketing research;
- plan marketing strategies (segmentation, targeting and positioning);
- plan a marketing strategy;
- apply methods and tools to launch new product on the market;
- develop a marketing plan.
- develop a market research


At the end of the course the student will be able to:
- analyze the marketing environment and the competitive context of industrial firm;
- analyze marketing metrics;
- learn the best practices to develop a marketing plan;
- learn the best practices to launch new product on the market;
- critically analyze case histories relative to marketing and innovation strategies.
- critically analyze market research


Through lectures managed in an interactive way, company testimonials and group work, the student will be able to:
- clearly communicate, in a concise, timely and coherent manner, to different interlocutors (both academic and business), information and concepts (including complex ones) related to the execution and evaluation of a strategic marketing plan;
- communicate effectively using an appropriate language;
- manage contents and timing of a presentation.


The course aims to transfer the ability to translate theoretical concepts and marketing models into empirical decision rules. The main topics are detailed through the presentation of successful case studies in the context of the Italian, European and U.S. markets. At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lessons and course textbooks.


Knowledge of basic concepts related to economics and management.
Knowledge of basic concepts of statistics.

Course unit content

The first course model is designed to provide the relevant models, methods and tools to develop and implement marketing strategies, to manage marketing levers and to analyze the KPI of marketing investments.
The second module aims to provide the concepts, methods and statistical tools for conducting market research. In particular, it delves into methodological contributions and issues related to the application of statistical methods for marketing decisions, supported by case studies.
The course will give the students the chance to attend business seminars and in live streaming conferences in marketing and brand, to be engaged in case discussions and team works.

Full programme

Mod. 1:
- Contemporary marketing
- Analyzing consumer markets
- Analyzing the demand of businesses and organizations
- Competitive dynamics
- Segmenting demand and selecting target markets
- Defining positioning strategies
- The 4Ps

Mod. 2:
- Market research
- The collection of data
- The measurement of market phenomena
- Methods for market segmentation
- The analyses supporting market research


Suggested book:
- Kotler, Keller, Chernev, Ancarani, Costabile, Marketing Management (16^ ed.), Pearson
- Bassi, Ingrassia, Statistica per analisi di mercato - Metodi e strumenti, Pearson

Materials available on Elly platform (booklet of ppt presentations and readings).

Further readings:
- R. East, M. Wright, M. Vanuele, Comportamento del consumatore, Apogeo, 2009
- R. Wiener, R. Dhar, F. Mosca, Marketing management (2^ ed.), Apogeo, Milano, 2013
- Lambin J.J., Market-driven management. Marketing strategico e operativo (8^ ed.)

Teaching methods

Within the course students will have the chance to attend business seminars and in live streaming conferences in marketing and brand, to be engaged in case discussions and team works.
Students will have the chance to participate in team work.

Acquisition of knowledge: lectures.
Acquisition of the ability to apply the analysis methodologies and acquisition of technical language: project works and cases studies.
Autonomy of judgment acquisition: project works and managerial lessons.
Acquisition of learning skills: lessons will favor students' participation and critical evaluation of the main topics discussed.

To achieve an effective preparation for the exam students can rely on notes taken during lectures and slides.

Assessment methods and criteria

Written test + project work presentation.

The WRITTEN TEST (with a duration of 20 minutes) consists of 14 closed-ended (2 points per question) and 1 open-ended question (5 points). There is no penalty for incorrect or no answers. The written test grade will weigh 40% of the overall exam grade. Telephones, smartwatches, books, notes and other teaching materials are not allowed during the written test.

PROJECT WORK: The project work will be discussed in the classroom before the end of class for attending students and consists of the application of theoretical concepts presented during the lectures, to a practical case. The project work will weigh 60% on the overall exam grade.

Project work evaluation criteria:

Creative and innovative ability
Ability to work in a team
Ability to frame the need
Completeness and correctness of the topics covered
Technical feasibility of the project
Attention to social and/or environmental aspects
Effectiveness and quality of presentation

The final grade will be announced after the written test and project work presentation, and will be calculated as a weighted average of the written test grade (40%) and the project work grade (60%). To obtain honors, you must have a weighted average of the 2 grades greater than or equal to 30.5.

It is mandatory to register for the exam, exclusively via the Internet ( up to 7 days before the exam itself.

It is also possible, for students attending the course, to take the written test during a pretest (before the end of the course, usually the last week of class). The pretest will be agreed upon at the beginning of the course and will have the same structure as the official exams. It is mandatory to register for the pretest; a special registration procedure will be opened for registration on the course Elly page (if outside the exam session) or on esse3 (if within the exam session). Students will be notified in the classroom and by email of the opening of registration and the deadline by which to register.

During the academic year, there will be 7 dates, divided into the three sessions January/February and March/April, June/July and September, 3 of which will be in the session immediately following the course (January/February and March/April), and 2 in the remaining two sessions.

The grade of the written and/or project work is valid until the last exam of the summer session (September 2024).

Other information

For further information please check the Elly page of the course.