Ateneo - UPO

With a focus on tourism sector, the lectures are aimed at presenting the framework of the evolution of the role of marketing, customer behavior, the implementation of strategic and operational marketing and corporate communication.

J.J Lambin (2021), Market – driven Mangement 8/ED, McGrawhill, Milano A. Mazzei, Ravazzani S (2024), La comunicazione d’impresa. Pearson, Milano Materials published on the virtual blackboard called DIR.

Knowledge and understanding: Knowledge and understanding of the fundamentals of the discipline
Ability to apply knowledge: Ability to apply theoretical models
Making judgments: Development of critical skills in developing a communication plan.
Communication skills: Development of technical language in the analysis of business problems.
Study skills: Ability to use the specific language, tools and notions acquired during the course in the analysis and interpretation of business cases.

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Lectures with the support of slides and videos. Discussion on business case studies relating to specific topic. The slides and other materials will be available on the DIR platform.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

The assessment of learning takes place through a written test structured in: a theoretical part of 2 questions and an application part based on the discussion of business cases.
The evaluation measures are expressed in thirtieths and take into account the following elements:
a. From 18 to 21/30: Sufficient knowledge and understanding of the fundamental concepts of teaching; sufficient ability to apply theoretical models. Minimum development of critical skills in developing a communication plan. Sufficient development of technical language in the analysis of business problems. Sufficient ability to use the tools and notions acquired during the course in the analysis and interpretation of business cases.
b. From 22 to 25/30: Discrete knowledge and understanding of the fundamental concepts of teaching; reasonable ability to apply theoretical models. Discrete critical skills in developing a communication plan. Discrete development of technical language in the analysis of business problems. Discrete ability in using the tools and notions acquired during the course in the analysis and interpretation of business cases.
c. From 26 to 28/30. Good knowledge and understanding of the fundamental concepts of teaching; good ability to apply theoretical models. Good critical skills in developing a communication plan. Good development of technical language in the analysis of business problems. Good skills in using the tools and notions acquired during the course in the analysis and interpretation of business cases.
d. From 29 to 30/30 with honors. Excellent knowledge and understanding of the fundamental concepts of teaching; excellent ability to apply theoretical models. Excellent critical skills in developing a communication plan. Excellent development of technical language in the analysis of business problems. Excellent skills in using the tools and notions acquired during the course in the analysis and interpretation of business cases.

Part I The evolution of the role of marketing
The traditional concept of marketing
The concept of market orientation
The globalization of markets and emerging values
New digital technologies
Part II Understanding customer behavior
Analysis of customer needs
Customer purchasing behavior
The marketing information system
Part III The implementation of strategic marketing
Market analysis through segmentation
Part IV The implementation of operational marketing
New product launch decisions
Brand management
Distribution decisions
The distributor's brand
Pricing decisions
Part V Corporate communication
Theories of business communication
Internal communication
Management of relations with the media
Event management
Marketing communication
Social media for business communication

At the end of the course, students will have:
- acquired knowledge and understanding of the fundamental concepts of the discipline.
- understood the changing role of marketing and the strategic and operational marketing tools.
To achieve an advanced level, the student must also demonstrate:
- possess the ability to apply knowledge and use theoretical models
- know how to apply critical skills in developing a communication plan
- have developed the technical language to be applied in the analysis of marketing problems.