Marketing and Business Administration

1) Knowledge and understanding

As to Business Administration, the course aims to provide students with the terminology and fundamental methodologies of the business disciplines useful for representing and understanding the operation, the governance of enterprises, and the conditions for achieving business success, also by using tools such as financial statements and cost analysis.

As to Marketing, the course aims to provide students with the terminology, methodologies and basic technical knowledge of traditional marketing and digital marketing, useful for the education of marketing, advertising and public relations technicians.

2) Applying knowledge and understanding

Ability to translate the acquired knowledge from the theoretical to the practical-professional level and to develop specific skills useful for the management and evaluation of the activities carried out in the various fields of business communication and marketing and the organization of advertising campaigns, also in relation to the opportunities offered from new communication technologies.

3) Making judgments

Developing one's own independent judgment which, in the future working context, can guide the professional activity as a manager or marketing consultant.

4) Communication skills

Acquiring a specialized language aimed at developing communication skills that can be used in advertising and promotional communication, as well as in that of the company, knowing how to communicate the analysis of the market situation, the proposed interventions, also in dialogue with professionals from other disciplinary fields.

5) Learning skills

Ability to learn the fundamental knowledge inherent to the tools and strategies of corporate communication, the promotional and advertising sector, as well as to learn from the stimuli coming from the market (users of the product / service and competitors).

The course is structured in 36 hours of lectures, with Powerpoint support and student involvement in discussing short case studies. 

“Business Administration”: principles of governance, business success, the financial statements and cost analysis

1. Notion of firm and business administration.

2. Basic principles of governance: progress, unity, autonomy, profitability, solvency, notions of effectiveness, efficiency and business risk; relationship between profitability and solvency.

3. Business success

4. The financial statements: balance sheet, income statement, notions of equity capital and net income.

5. Cost configurations and the allocation of indirect costs

6. The profitability diagram

“Marketing”: from traditional (1.0) to Digital (4.0)

1. Definitions, historical evolution and approaches of marketing (marketing 1.0 and 2.0)

2. Marketing environment

3. Segmentation, targeting, positioning, differentiation

4. Marketing information system and market research

5. Marketing mix (4P): product, price, placement and promotion

6. Humanistic/experiential marketing (marketing 3.0)

7. Digital marketing (marketing 4.0)

Texts:

- C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2th edition): Part I, chapters 1, 2, 3 (pp. 3-35), 5, 6 (pp. 45-67, pp. 76-79); Part II, chapter 1 (pp. 117-123, Paragraph 1.3.2 excluded); Part III, chapters 1 (pp. 239-249, Paragraph 1.4.4 excluded), 2 (pp. 271-283).

- J. Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Torino, Pearson Italia, 2017 (6th edition): chapters 1-9 (pp. 1-270).

- P. Kotler, H. Kartajaya, I. Setiawan, Marketing 4.0. Dal tradizionale al digitale, Milano, Hoepli, 2017 (pp. 1-161).

Slides in MS-PPT® provided by the teacher.

Please remember that in compliance with art 171 L22.04.1941, n. 633 and its amendments, it is illegal to copy entire books or journals, only 15% of their content can be copied.

For further information on sanctions and regulations concerning photocopying please refer to the regulations on copyright (Linee Guida sulla Gestione dei Diritti d’Autore) provided by AIDRO - Associazione Italiana per i Diritti di Riproduzione delle opere dell’ingegno (the Italian Association on Copyright).

All the books listed in the programs can be consulted in the Library.

Oral exam.

The assessment of the exam will take into account the mastery of the contents and skills acquired, linguistic accuracy and lexical properties, as well as the argumentative ability demonstrated by the candidate.

1. What are the basic principles of business governance and which of these are most important?

2. What are the dimensions of business success and their determinants?

3. How are capital equity and net income determined?

4. What are the main cost configurations and the main indirect cost allocation criteria?

5. What is the purpose of the profitability diagram and what are the assumptions on which it is based?

6. What are the product innovation strategies?

7. What are the main pricing strategies?

8. What are the elements of the promotional mix?

9. What is meant by experiential marketing?

10. What are the 5As of Kotler's model in digital marketing?