Ateneo - UPO

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

Kotler P., Principi di marketing, Pearson, 2025 Lambin J.J., Market-driven-management, McGrawHill, 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.
The course is structured for 8 credits in delivered teaching.

Business economics

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 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 into: a theoretical part consisting of 4 questions and a practical part based on the discussion of a business case. 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 the teaching; sufficient ability to apply theoretical models. Minimal development of critical skills in the formulation of a marketing strategy. Sufficient development of technical language in the analysis of business issues. Sufficient skill in using the tools and knowledge acquired during the course in the analysis and interpretation of business cases. b. From 22 to 25/30: Fair knowledge and understanding of the fundamental concepts of the teaching; fair ability to apply theoretical models. Fair critical skills in formulating marketing strategies. Fair development of technical language in the analysis of business issues. Fair skills in using the tools and knowledge 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 the teaching; good ability to apply theoretical models. Good critical skills in formulating marketing strategies. Good development of technical language in the analysis of business issues. Good skills in using the tools and knowledge acquired during the course in the analysis and interpretation of business cases. d. From 29 to 30/30 with honours. Excellent knowledge and understanding of the fundamental concepts of the teaching; excellent ability to apply theoretical models. Excellent critical skills in formulating a communication plan. Excellent development of technical language in the analysis of business issues. Excellent skills in using the tools and knowledge acquired during the course in the analysis and interpretation of business cases.

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
Advertising and gender factors.
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