Marketing and communication

Semester 1 · 17320 · Bachelor in Communication Sciences and Culture · 6CP · EN

The course foresees to introduce students to marketing theory and hints concerning communication instruments.
The course is divided in two parts: the first block introduces the fundamentals of general economics (demand, supply, market, behaviors) and marketing. In relation to marketing, methods and techniques to elaborate a marketing strategy starting from marketing objectives. In addition, a specific focus will be devoted to the communication policies and instruments.
The second block is specifically devoted a project work phase, during which students will develop a marketing plan.

Lecturers: Giorgio Tavano Blessi

Teaching Hours: 30
Lab Hours: 15
Mandatory Attendance: In accordance with the regulation

Course Topics
- Economics, Demand and Consumer behaviour, market, environment; - Marketing approach, definition, evolution; - Fundamentals: positioning, targeting, segmentation objectives definitions and investments; - Marketing mix; - Integrated communication: above the line e below the line; - Advertisement and promotion to consumers; - Marketing plan

Teaching format
Lectures, exercises, case analysis and discussion

Educational objectives
- area characterization - the scientific area Economics, SECS-P/08 The course is designed for acquiring professional skills and knowledge. The educational objective is directed to provide a professional approach to marketing discipline. 1. Knowledge and understanding: - Be able to understand the general context where the organization operates - Be able to understand the different phases of a marketing plan 2. Applying knowledge and understanding: - Be able to apply basic method and instruments for a marketing plan 3. Making judgments - Be able to judge case studies and the risk/opportunity for a marketing decision 4. Communication skills - Be able to prepare a marketing communication 5. Learning skills - Be able to expand and deepen the knowledge acquired on the field

Assessment
The assessment consists in: - 1. Written exam (questions / exercises); - 2. Written project work -Lab: project work mandatory also for those who are not attending the Lab for the part 3 Dublin descriptors: all 5

Evaluation criteria
- 1. Written exams open or close questions (criteria for evaluations are: appropriate understanding, logical structure, autonomous judgment, richness of examples). This part weights for the 75%. - 2. Written project work (clear presentation, logical structure, autonomous elaboration and judgment are the criteria for evaluation). This part weights for the 25%.

Required readings

1-Kotler Keller: Marketing Management (Kotler, P., & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. Pearson - ISBN 978-0-13-210292-6)

Chapters:

• 1, Defining Marketing for the New Realities

• 2, Developing Marketing Strategies and Plans

• 3, Collecting Information and Forecasting Demand

• 6, Analyzing Consumer Markets

• 8. Identifying Markets Segments and Targets

• 10. Crafting the Brand Positioning

• 11. Competitive Dynamics

• 14, Developing Pricing Strategies and Programs

• 17, Designing and Managing Integrated Marketing Communications

2-Perloff Jeffrey: Microeconomics (Perloff, Jeffrey M. (2012) Microeconomics / Jeffrey Perloff.—6th ed. ISBN 978-0-13-139263-2)

Sections:

• 1.1 / 2.1 / 2.2 / 3.2 / 4.1 / 4.2 / 4.3 / 7.1 / 7.2 / 7.3

Supplementary readings

Will be provided during the course

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Sustainable Development Goals
This teaching activity contributes to the achievement of the following Sustainable Development Goals.