MARKET DRIVEN MANAGEMENT

Course objectives

The aim of the course is to equip the students with the minimum knowledge necessary to analyze and understand consumer markets, in the highly competitive framework firms must face today.The point of view is that of the private-owned enterprise competing in a differentiated oligopoly market. We study manufacturing enterprises, without neglecting the specifics of services industries. The framework of reference is that defined by the combined arrangement of globalization and technological revolution. 1. Knowledge and understanding. Students will learn fundamentals of economics and business management, will be able to frame them in the relevant macroeconomic coordinates (consumption, business investment, public spending, import-export balance), will understand the basics of microeconomics (economic functions of the players and their relationships) in order to put everything in the appropriate framework. The first part of the course is dedicated to the achievement of this goal which, of course, given the students' curriculum, will be achieved by adopting a descriptive approach and by simplifying the concepts to the essential. Then, the student will be led to understand marketing management principles and objectives. The key concept of value will be stressed. The student will become aware of the conceptual and methodological system underlying each strategy and the consequent operation. The second part of the course is dedicated to achieve this goal. Formal lectures will be integrated with thematic seminars, held by qualified testimonials. Great care, throughout the course, is given to the acquisition of the technical language of the discipline, recently renewed by the digital revolution. 2. Applying knowledge and understanding. It is expected that students, at the end of the course, will be able to independently analyze markets, understanding what the business goals are, and the complexity of management. 3. Making judgements. It is the definitive aim of the course. The selection of themes, the breadth of the observation field, respond exactly to the ultimate goal of providing the student with an independent judgment, based on the data and facts that can be found. 4. Communication skills. The number of students in the classroom does not allow the experiment of an active teaching oriented to develop communication skills. Nevertheless it is the teacher's constant care to try to stimulate the debate in the classroom and describe the tools to support the communication of concepts. The final exam test, in the part of the closed questions (multiple choice) is however oriented to verify the possession of the technical vocabulary of the discipline - indispensable for the purpose of a correct expression of the student's values. 5. Learning skills. During lessons the main information resources on markets are introduced (official data sources, specialized websites and / or focused on marketing, etc.) and, at the end of the course, the best ways to undertake higher-level studies on marketing will be detailed.

Channel 1
FABIOLA SFODERA Lecturers' profile

Program - Frequency - Exams

Course program
The course is divided into two parts, each ideally equivalent to three credits. The first part (Business Management Principles) consists of theoretical lectures and exercises on specific quantitative topics (e.g. determination of breakeven point, calculation of the main indices) and aims to make students acquire the basic concepts of the company, business management (management) and measurement of results. The second part (Marketing Principles) is divided into theoretical lectures, cases study and testimonials (fronts and videos) and is ideally composed of two parts: Market and Management and Product offering, and aims to make students acquire the knowledge of the principles of marketing, the management of marketing activities and the marketing tools.
Prerequisites
The unit has no propaedeuticities. It is suggested, however, that you acquire (if you have not taken the economics exam) the following concepts: - market definition and market structure - demand curves
Books
Mattiacci A. Pastore A. (2021) Marketing, Hoepli Editore, Milano Part I Impresa e mercato Part II L’analisi competitiva Part IV Progettazione strategica della product offering and Chapter 14 Corporate and marketing communication and Chapter 15 The tools of marketing communication. The titles of the parts to be studied are expressed in Italian as the textbook is in Italian and the course are taught in Italian.
Teaching mode
The teaching is divided into: Lectures: concerning the theory and the marketing tools. The frontal teaching is organized to stimulate the comparison and the active participation of the students in order to evaluate the understanding of the concepts explained; Operation: the training course includes, in addition to the frontal teaching, the development of exercises, analysis of case studies and presentation by students of the analysis of case studies. Through the operations the students have the possibility to implement the concepts learned, to stimulate learning skills and the autonomy of critical judgment. Pratictioner: the teaching method also includes an application part represented by testimonies / meetings with entrepreneurs, marketing managers and marketing experts in order to deal with the evolution of this discipline within companies and organizations. The comparison with real cases and managers allows students to develop the capacity and independence of critical judgment. Considering the Covid-19 emergency and to the evolution of government provisions and health authorities, the course or its parts may also be carried out remotely or in a mixed-mode (in the presence and at a distance), however ensuring, on occasions in presence, compliance with safety standards.
Frequency
Frequency is recommended, although optional. The program is the same, both for attending and non-attending students.
Exam mode
The final exam consists of a prescribed written test and and in the optional oral: 1) the written test structure will be detailed before the course begins 2) oral exam on the whole program. The student must demonstrate that he has acquired the knowledge of marketing in the various applications, of knowing how to make connections between the various fields of application and to use an adequate technical language. To achieve the 30 or 30 and Lode evaluation the student must demonstrate conceptual and logical mastery of the subject and excellent preparation on all the topics covered. The oral test has a weight of 35%.
Bibliography
he exercises and case studies are by the teacher Short bibliography to support 1) American Marketing Association - https://www.ama.org/Pages/default.aspx 2) Italian Publishers Association - http://www.aie.it/ 3) Istat databases - https://www4.istat.it/it/prodotti/banche-dati 4) Eurispes Studies - www.eurispes.eu 5) other sources such as Cesis, Deloitte Reports, Eurisko, etc. according to the cases analyzed.
Lesson mode
The teaching is divided into: Lectures: concerning the theory and the marketing tools. The frontal teaching is organized to stimulate the comparison and the active participation of the students in order to evaluate the understanding of the concepts explained; Operation: the training course includes, in addition to the frontal teaching, the development of exercises, analysis of case studies and presentation by students of the analysis of case studies. Through the operations the students have the possibility to implement the concepts learned, to stimulate learning skills and the autonomy of critical judgment. Pratictioner: the teaching method also includes an application part represented by testimonies / meetings with entrepreneurs, marketing managers and marketing experts in order to deal with the evolution of this discipline within companies and organizations. The comparison with real cases and managers allows students to develop the capacity and independence of critical judgment. Considering the Covid-19 emergency and to the evolution of government provisions and health authorities, the course or its parts may also be carried out remotely or in a mixed-mode (in the presence and at a distance), however ensuring, on occasions in presence, compliance with safety standards.
Channel 2
ALESSIO DI LEO Lecturers' profile
  • Lesson code1041914
  • Academic year2024/2025
  • CourseCommunication, technologies and digital culture
  • CurriculumSingle curriculum
  • Year3rd year
  • Semester1st semester
  • SSDSECS-P/08
  • CFU6
  • Subject areaMetodologie, analisi e tecniche della comunicazione