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Marketing
Marketing
Simona Naspetti

Seat Ingegneria
A.A. 2016/2017
Credits 9
Hours 72
Period II
Language ENG

Prerequisites
None

Learning outcomes
KNOWLEDGE AND UNDERSTANDING:
The course enables students to acquire knowledge and management methods to support decision-making in marketing management (B2C). Such knowledge will enable the student to gain a clear understanding of marketing techniques and operational management methods and apply them to the marketing policy management .
CAPACITY TO APPLY KNOWLEDGE AND UNDERSTANDING:
In order to address the issues of market management and marketing function, through the application of knowledge, the student will develop the ability to perceive, understand and predict the market conditions in which companies compete, knowing how to make cost evaluations and price decisions, knowing how to use the marketing tools and management to understand and manage the company's market position, knowing how to present in a clear style, concise and appropriate language of the company's operating results. To this end, students will participate in a business simulation (business game) whose purpose is to apply and test their ability to make strategic choices in the marketing area. The group work will allow students to develop their ability to analyze in detail the many complex interactions that typically occur within a enterprises, including how to divide responsibilities and tasks within a group.
TRANSVERSAL SKILLS:
Participation in various educational activities, and in particular the business simulation, will help students to improve their degree of independence of judgment in interpreting, formulating and solving engineering management problems. At the same time the student will learn how to collaborate in research and development in order to develop a product for consumer markets, by helping to identify the best solutions for its realization, production and marketing.

Program
Introduction to marketing • Marketing and marketing management • Marketing and strategic planning • Analysis of demand and consumer behaviour • Market segmentation and product positioning • Marketing mix: the 4 Ps (product, price, place, promotion)

Development of the examination
LEARNING EVALUATION METHODS
The course grade will be based on Class Contribution, Written Cases, Informal Group Marketing Presentation, Markstrat Presentation, Markstrat Performance, Final Exam.

LEARNING EVALUATION CRITERIA
based on the Association to Advance Collegiate Schools of Business (AACSB) standards. Tests are planned to verify students learning levels as related to: • knowledge an comprehension of market competition in the simulation environmenti ; • developing a business strategy una prospettiva di business integrata; • applying marketing mix instruments to manage the firm position on the market; • Presenting the firm results in a clear style and with an appropriate use of language and marketing terms. • team working and decision making during simulation.

LEARNING MEASUREMENT CRITERIA
Attending students: • Moodle platform will be used to evaluate on going learning throughout different instru-ments (tests, Forum Use, questions, etc; • Group effort wil be measured via oral, in itinere and ex-post tests • individual effort wil be measured during the Group Simulation (Business Game) and in oral test both in itinere and ex-post; • Results of a written (test) the learning level (objectives) reached • Results of peer evaluations (by other team students). NOT attending students: • individual Performance on a Simulation (Business Game); • Results of a written (test) about the learning level reached; • individual effort measured via an oral final exam.

FINAL MARK ALLOCATION CRITERIA
Wieghted mean of the learning measurement scores

Recommended reading
J.P. Peter e J. H. Donnelly jr. Marketing. McGrawHill, last edition (available in english). Business Game simulation MARKSTRAT. Students will be provided additional material and exercise (slides, case studies and relevant links) on the Moodle platform.

Courses

• Ingegneria Gestionale (Corso di Laurea Triennale Fuori Sede (DM 270/04))