750675 - MARKETING-ADVANCED

insegnamento
Tipo Insegnamento:
Opzionale
Durata (ore):
40
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Sede:
BRESCIA
Url:
MONETA, FINANZA E RISK MANAGEMENT/CORSO GENERICO Anno: 1
MONETA, FINANZA E RISK MANAGEMENT/CORSO GENERICO Anno: 2
Anno:
2024
Course Catalogue:
https://permalink.unibs.it/suacds/afcc/2024?corso=...

Dati Generali

Periodo di attività

Secondo Quadrimestre (27/02/2025 - 09/06/2025)

Syllabus

Obiettivi Formativi

At the end of the module students will be able to:

1) KNOWLEDGE AND UNDERSTANDING
Understand the role of the marketing plan and how to develop it;
Understand how to carry out market analysis;
Understand the marketing strategies;
Understand the components of the marketing mix and their relations to the other components of the marketing plan;

2) APPLYING KNOWLEDGE AND UNDERSTANDING
Critically develop a marketing plan;
Critically apply relevant theoretical models and tools to real and/or simulated situations;

3) MAKING JUDGEMENTS
Propose solutions to real and simulated marketing problems on the basis of available information.

4) COMMUNICATION SKILLS
Effectively communicate verbally and in written and to provide a clear feedback to other students.

5) LEARNING SKILLS
Critically and independently evaluate marketing theory and apply it to real and simulated situations.

Prerequisiti

Previous knowledge of management concepts is beneficial for this module.

Metodi didattici

The module is taught through lectures, interactive activities and exercises, in-class discussions and guest lectures.

Verifica Apprendimento

ATTENDING STUDENTS have to prepare two pieces of assessments, detailed below:

1. Written exam (closed book exam) on the chapters highlighted by the module coordinator (the exam accounts for 22 points of the final mark, approximately 75% of the overall mark for the module). Students will have to answer to two open-ended questions in which they will have to demonstrate their understanding of the topics covered in the module and they may be asked to apply them to the solution of cases or hypothetic scenarios.
Attending students will have to focus on the following chapters: 4, 8, 9, 10, 11, 12, 13, 14.


2. Group formative presentation of the Project Work assigned by the professor at the beginning of the module and written summative marketing plan (this piece of assessment accounts for 8 points of the final mark, approximately 25% of the overall mark for the module). All group members will have to participate to the preparation of the presentation and to the presentation itself. Moreover, all group members will have to contribute to the writing of the marketing plan. A peer review form will be used in order to differentiate marks (if necessary).

NON-ATTENDING STUDENTS:

Written exam (closed book exam) on the suggested book (all chapters are included apart from chapters 2, 3 and 6 that are are not included). Students will have to answer to three open-ended questions in which they will have to demonstrate their understanding of the topics covered in the module and they may be asked to apply them to the solution of cases or hypothetic scenarios.

IMPORTANT
Students who intend to take the exam are required to register beforehand online according to the rules set by the Department. The Professor does not accept registrations via e-mail. In the event of a computer system malfunction, the student can send an e-mail to the Educational Services of the Department, but always within the deadlines set for registration through Esse3.

Testi

Attending students: Svend Hollensen, 2020, Marketing Management. A Relationship Approach, 4th edition, Pearson. ISBN: 9781292291444.

Not attending students: Svend Hollensen, 2020, Marketing Management. A Relationship Approach, 4th edition, Pearson. ISBN: 9781292291444.

Contenuti

The aim of the module is to give students the capabilities and the tools to identify, analyze and solve complex marketing problems. At the end of the module every student will be able to develop a marketing plan and marketing strategies.

Lingua Insegnamento

English

Altre informazioni

In order to be admitted to the exam it is necessary to register online. No registration via e-mail to the professor is accepted.
For any issues with the online registration to the exam, students can contact the "Servizi Didattici" of the Economics and Management Department during the registration period (from 15 to 5 days prior to the exam).

Corsi

Corsi

MONETA, FINANZA E RISK MANAGEMENT 
Laurea Magistrale
2 anni
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