The goal of the course is to enhance students’ knowledge of marketing management and to advance their skills in developing successful marketing strategies. Starting from the marketing process, students will learn how to analyze a market, how to search market opportunities, how to define a proper marketing mix (the 4 P’s).

Students will learn how to apply the concepts and methods learnt in real business situations through the discussion of cases and the participation in a field project.

Topics include:

• The marketing management process
• Strategic marketing, marketing operations, and the marketing plan
• Market and competitive analysis: how to define a market and how to run a competitive analysis
• Market share measurement: the components of market share
• Marketing research to understand the market: qualitative and quantitative
• Demand segmentation, targeting, and positioning
• The 4 P’s of the marketing mix: a general overview
• New product introduction and management
• Go-to-market strategies and distribution channels
• Salesforce management
• Marketing communication: off and on-line
• Pricing decisions
• Marketing audit

The course is based on a mix of lectures, guest speeches, case studies, and exercises about the different phases of the marketing management process. The mix enables students to apply concepts to real-life situations and deals.

Students should observe the following courtesy rules:

1. Arrive in class on time, and not leave early unless authorized;

2. Keep mobile phones off;

3. Participate full in class;

4. Prepare the materials listed in the syllabus.

Attending students

Slides and cases. Students should refer to the detailed schedule of lectures for precise indications about the teaching material.

The textbook of the course is:

Peter J.P., Donnelly, J.H.Jr., Marketing Management: Knowledge and Skills,  McGraw-Hill. Latest edition. Chapters 1-2-3-5-6-7-8-9-10-11 (NO chapters 4-12-13)

Non-attending students

Peter J.P., Donnelly, J.H.Jr., Marketing Management: Knowledge and Skills,  McGraw-Hill. Latest edition. All chapters.

Attending students

The evaluation is 50% based on a marketing project developed in groups, and 50% based on an individual final written exam, with 10 questions on specific chapters of the book. 

Non-attending students

The evaluation is 100% based on an individual final written exam, with 15 questions on all the book.