The educational objectives of the marketing course are defined in line with the general educational objectives of the study program. The undergraduate degree in Economics and Business Management aims to train graduates who possess, in accordance with the specific path chosen, a preparation aimed at achieving: fundamental knowledge in economics, business, legal, and quantitative areas, to adequately understand the production phenomenon and the organizations that develop it, from both a national and international perspective; an adequate economic-business culture, to understand, in a non-superficial way, the significant changes taking place in the organization and management of economic activities in a global competitive context. Based on these foundations, the marketing course, offered in Italian, aims to provide undergraduate students with fundamental knowledge of marketing—at both the strategic and operational levels—and the basic skills to understand and apply this knowledge to real cases and the development of a marketing plan. By the end of the course, students should demonstrate that they have achieved adequate results, as proposed by the following descriptors. - Knowledge and Understanding: Demonstrate knowledge of the fundamental elements of marketing (as outlined in the program), at both strategic and operational levels, and understand their meaning. - Ability to Apply Knowledge and Understanding: Be capable of applying the acquired knowledge, relating to the fundamental elements of marketing, to concrete cases and examples drawn from national and international business realities. - Autonomy of Judgment: Be able to analyze different marketing situations and problems and propose critical interpretations and motivated choices, based on fundamental theories, principles, and data in the specific field of marketing. - Communication Skills: Be able to demonstrate knowledge, understanding, and application skills, with appropriate language and communication (both written and oral), addressed to specialist and non-specialist audiences, with reference to the specific field of marketing. - Learning Skills: Demonstrate not only memorizing concepts but also understanding and assimilating them through their potential application even in different situations from those presented during the course; demonstrate having developed, in the specific field of marketing, those learning abilities necessary to undertake, with a high degree of autonomy, future study and/or professional paths.

Preparatory course: Economia Aziendale, only for Students of specific Bachelor Degree Programmes of DEAMS. Only these students must sit for Economia Aziendale exam before being allowed to sit for Marketing.

MARKETING COURSE PRESENTATION 1. UNDERSTAND MARKETING PROCESSES - Marketing: building a valuable relationship with the customer - Designing strategy and customer relations - Creating a competitive advantage 2. MARKETING PLAN - Aim and structure - Cases and examples 3. CONSUMERS AND MARKETS - Analyze the company's marketing environment - Analyse the B-to-C and B-to-B markets - Marketing researches: some notes 4. STRATEGIC MARKETING: DESIGNING MARKETING - Marketing Objectives - Segmentation, Targeting, and Positioning 5. OPERATIONAL MARKETING: MANAGING MARKETING - Marketing levers: introduction - Product - Price - Distribution - Communication - Evolution of the marketing mix: notes 6. DIGITAL MARKETING 7. SUSTAINABLE MARKETING

1) Kotler, Armstrong, Ancarani, Costabile (2025) 2)Teaching material (Online: MTeams). Extra readings could be suggested during in the course.

COURSE PRESENTATION ON MARKETING 1. UNDERSTANDING MARKETING PROCESSES - Definition and historical evolution of marketing - Key concepts: needs, wants, demand, market - Business orientations: production, product, sales, marketing, social marketing - Marketing: building a value relationship with the customer - Designing strategy and customer relationships - Creating a competitive advantage 2. THE MARKETING PLAN - Purpose and structure - Cases and examples 3. CONSUMERS AND MARKETS - Analyzing the marketing environment - B-to-C and B-to-B markets - Marketing research: basics and references - Factors influencing consumer behavior - Cultural, social, personal, and psychological factors - The consumer decision-making process: need recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior - Models of consumer behavior 4. STRATEGIC MARKETING: DESIGNING MARKETING - Strategic marketing planning - Vision, mission, and business objectives - SWOT analysis - Analysis of the macroenvironment and microenvironment - Competitive analysis - Competitive strategies - Marketing objectives and strategies: Segmentation, Targeting, Positioning 5. OPERATIONAL MARKETING: MANAGING THE MARKETING MIX - Marketing tools: basic marketing mix and its evolutions - Product - Price - Distribution - Communication 6. DIGITAL MARKETING - Introductory aspects 7. SUSTAINABLE MARKETING - Introductory aspects

A variety of teaching methods are planned: frontal, traditional and interactive lectures, with innovative modes (using, for example, Mentimeter or other advanced platforms to interact with the class) and with the use of Power Point and other multimedia tools (images and movies), with projector and network connection in the classroom; seminars and/or company testimonials (also with possible use of remote connection, with MTeams or similar); exercises and/or participation in small group projects. In particular, students will be presented with the opportunity to participate in a national project, the Marketing Prize, developed annually by SIMktg-Italian Society of Marketing. Participation in such a project is optional. Online registration of lectures is provided.

Any changes to the procedures described in this document, which may be necessary to ensure the application of the security protocols related to different types of emergency, will be communicated on the website of the Department, the Course of Study and the Teaching.

The assessment of learning will take place through a final exam, conducted in two phases (within the same session, meaning they cannot be separated into different sessions): - Written exam (60 minutes), for all students (weight 50%). - Oral exam (approximately 15 minutes), for students admitted after passing the written exam with a score of at least 18/30 (weight 50%). The written exam, based on the entire course program, consists of a series of multiple-choice questions (worth a total of 18 points) and some open-ended questions (worth a total of 12 points). The scoring for the multiple-choice questions is as follows: 1 point for each correct answer; -0.25 points for each incorrect answer; 0 points for each unanswered question. The open-ended questions may involve exercises and applications to real cases and/or descriptions of concepts and related examples. The oral exam covers the entire Marketing course program. The course program and the examination methods described above also apply to Erasmus students or participants in other international mobility projects. The final exam aims to assess, through different methods in the written and oral exams, the knowledge and understanding, the ability to apply the knowledge, the autonomy of judgment, the ability to learn, and the ability to communicate with appropriate technical language, evaluating the correct use of expressions and specific terms in the field of study.

The significance of sustainable marketing and responsible consumption will be highlighted as part of the program, using several examples. It contributes to Goal 4 (Quality Education) and Goal 12 (Responsible Consumption and Production). In particular, it is intended to provide necessary skills, including technical and vocational skills, for employment, jobs decent and entrepreneurial skills (4.4) and to ensure that all students acquire the knowledge and skills necessary to promote sustainable development through, among other things, education for sustainable development and sustainable lifestyles (...) and the appreciation of cultural diversity and the contribution of culture to sustainable development (4.7). Through specific parts of the program and references to particular example cases, it is intended to disseminate relevant information and awareness on sustainable development and lifestyles in harmony with nature (12.8).