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 (2025), Market – driven Mangement 9/ED, McGrawHill, Milano A. Mazzei, S. Ravazzani (2024), La comunicazione d’impresa. Pearson, Milano
Materials published on the virtual blackboard called DIR.

1. Knowledge and understanding: Development of knowledge and understanding related to the concept of Market-Driven-Management and its applications. Development and/or application of original marketing ideas in tourism contexts;
2. Applied knowledge and understanding: development of the ability to apply marketing knowledge and skills to solve business cases; understanding of issues within contexts that are always related to the field of tourism marketing;
3. Independent judgment: development of the ability to integrate marketing knowledge to manage the complexity of macro-marketing scenarios.
4. Communication skills: development of the ability to communicate a marketing plan clearly and unambiguously;
5. Learning skills: development of learning skills that enable students to continue to independently monitor and gather information and data.
The 30-hour module (6 CFU) consists entirely of in-person instruction.

-

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
d. 29 to 30/30 with honors. Excellent knowledge and understanding of the fundamental concepts of the course; excellent ability to apply theoretical models. Excellent critical thinking skills in developing a communication plan. Excellent command of technical language in analyzing business issues. Excellent ability to apply the tools and concepts acquired during the course to 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.