Ateneo - UPO

Understanding marketing processes
Analysing consumers and the market
Planning and managing marketing
The implementation of strategic marketing
The implementation of operational marketing

Lambin, J.J. Market-driven-management, McGrawHill, 2025 Kotler P., Principi di marketing, Pearson, 2025

The course represents the institutional teaching that develops the theory and methodologies pertaining to the formulation and implementation of marketing strategies and the elaboration of operational decisions operational decisions concerning the variables of the marketing mix in relation to the dynamics of national and international markets. The cognitive process linked to the consolidation of the contents of the discipline will place the student in a position to develop skills related to marketing decisions. At the end of the course, the student will be able to understand how to formulate strategic and operational decisions related to the development of a marketing plan. Ability to apply knowledge and understanding The knowledge acquired will lay the foundations for developing in the student skills and competences related to marketing activities. The approach used is based on a strategic understanding of the customer relationships. In the study of the discipline, theory will be combined with the discussion of business cases, which are highly relevant to understanding the operational mechanisms linked to business decision-making processes. corporate decision-making processes. Students will be involved and encouraged to put themselves to the test during practical exercises in which they will be able to verify the degree of understanding and application of the knowledge acquired. application of the knowledge acquired. At the end of the course, the student will be able to express evaluations on the variables of a marketing plan; furthermore, he/she will be able to apply evaluation criteria in decisions concerning operational marketing. evaluation criteria in operational marketing decisions Making judgements The course will enable the student to develop independent judgement and enable him/her to make critical considerations in marketing decisions. Communication skills Based on the acquired knowledge, the student will develop communication and interpersonal skills for marketing activities. The student will acquire the technical language typical of the subject in order to communicate clearly and with specialist and non-specialist interlocutors. Learning skills The course provides the methodological aspects necessary to develop adequate learning through the critical examination of marketing strategies. The teaching method will enable the student to gradually develop the student's understanding of the underlying concepts and logic of the discipline, and to identify innovative solutions to business cases

Lectures, case discussions and company testimonials

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 teacher in charge of the course to define the examination modalities, concerning academic aspects.

The examination consists of a written test consisting of open questions concerning the programme and the cases presented

Building a valuable customer relationship Design the strategy and customer relationship Analysing the company's marketing environment Marketing research Analysing B-to-C and B-to-B markets Segmentation, targeting, positioning Products, services, brands Setting and managing sales price Retail and trade marketing Communicating to the market Mass communication Online, social media marketing and direct sales

At the end of the course, the student will be able to: - understand how to formulate strategic and operational decisions related to the development of a marketing plan. - know how to express evaluations on the variables of a marketing plan; - apply evaluation criteria in operational marketing decisions; - express critical considerations regarding marketing decisions; - employ the technical language typical of the subject to communicate clearly and with specialist and non-specialist interlocutors. - Develop the concepts and logic underlying the discipline and identify innovative solutions to business cases. Produce a marketing plan