MARKETING ED ECONOMIA AZIENDALE
Academic Year 2022/2023 - Teacher: FABIO LA ROSAExpected Learning Outcomes
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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). |
Course Structure
The course is structured in 36 hours of lectures, with Powerpoint support and student involvement in discussing short case studies.
Required Prerequisites
Attendance of Lessons
Detailed Course Content
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“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) and TechMark (5.0) 1. Definitions, historical evolution and approaches of marketing 2. Marketing management: marketing process, strategic planning, strategic and operational marketing, marketing plan 3. Segmentation, targeting, positioning, differentiation 4. Product-oriented marketing mix (marketing 1.0) 5. Client-oriented marketing (marketing 2.0) 6. Humanistic/experiential marketing (marketing 3.0) 7. Digital marketing (marketing 4.0) 8. TechMark (marketing 5.0): hints |
Textbook Information
1. C. Sorci, Lezioni di Economia aziendale, Milan, Giuffrè, 2014 (2nd ed.): Part I, ch. 1, 2, 3 (pp. 3-35), 5, 6 (pp. 45-67, pp. 76-79); Part II, ch. 1 (pp. 117-123, excluded par. 1.3.2); Part III, ch. 1 (pp. 239-249, excluded par. 1.4.4.), ch. 2 (pp. 271-283).
2. J. Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6
3. P. Kotler, H. KartajayaI. Setiawan, Marketing 4.0. Dal tradizionale al digitale, Milan, 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.
| Author | Title | Publisher | Year | ISBN |
|---|---|---|---|---|
| C. Sorci | Lezioni di Economia aziendale | Giuffrè | 2014 | |
| J. Blythe, E. Cedrola, J. Martin | Fondamenti di Marketing | Pearson Italia | 2016 | |
| P. Kotler, H. KartajayaI. Setiawan | Marketing 4.0. Dal tradizionale al digitale | Hoepli | 2017 |
Course Planning
| Subjects | Text References | |
|---|---|---|
| 1 | The notion of firm and of business administration | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte I, cap. 1, pp. 3-7. |
| 2 | The basic principles of governance: progress, unity, autonomy, profitability, solvency, notions of effectiveness, efficiency and business risk | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte I, cap. 2, pp. 9-27. |
| 3 | The relationships between profitability and solvency | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte I, cap. 3, pp. 29-35. |
| 4 | The business success and the entrepreneurial formula | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte I, cap. 5, pp. 45-67 e cap. 6, pp. 76-79 |
| 5 | The financial statements: balance sheet, income statement, notion of capital equity and net income. | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte II, cap. 1, pp. 117-123. |
| 6 | The determination of costs: cost configurations, direct costs and the allocation of indirect costs. | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte I, cap. 1, pp. 239-249, escluso par. 1.4.4 |
| 7 | The profitability diagram. | C. Sorci, Lezioni di Economia aziendale, Milano, Giuffrè, 2014 (2a edizione): Parte I, cap. 2, pp. 271-283 |
| 8 | Definitions of marketing, its historical evolution and marketing approaches | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 1, pp. 1-25. |
| 9 | Marketing management: marketing process, strategic planning, strategic and operational marketing, marketing plan | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 2, pp. 27-53. |
| 10 | Segmentation, targeting, positioning, differentiation | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 4, pp. 93-122. |
| 11 | Marketing information system and market research | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 5, pp. 123-150. |
| 12 | Marketing mix (marketing 2.0): the product | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 6, pp. 151-191. |
| 13 | Marketing mix (marketing 2.0): the price | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 7, pp. 193-214. |
| 14 | Marketing mix (marketing 2.0): the placement | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 8, pp. 215-238. |
| 15 | Marketing mix (marketing 2.0): the promotion | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 9, pp. 239-284. |
| 16 | Consumer behavior and experiential marketing (marketing 3.0) | Blythe, E. Cedrola, J. Martin, Fondamenti di marketing, Pearson Italia, 2017, (6a edizione): cap. 3, pp. 55-92. |
| 17 | Digital marketing (marketing 4.0): main trends changing marketing | P. Kotler, H. KartajayaI., I Setiawan, Marketing 4.0. Dal tradizionale al digitale, Milano, Hoepli, 2017, Parte I, pp. 1-52. |
| 18 | Digital marketing (marketing 4.0): new marketing approaches in the digital economy | P. Kotler, H. KartajayaI., I. Setiawan, Marketing 4.0. Dal tradizionale al digitale, Milano, Hoepli, 2017, parte II, pp. 55-104. |
| 19 | Digital marketing (marketing 4.0): marketing tactical applications in the digital economy | P. Kotler, H. KartajayaI., I. Setiawan, Marketing 4.0. Dal tradizionale al digitale, Milano, Hoepli, 2017, parte III, pp. 105-161. |
Learning Assessment
Learning Assessment Procedures
Oral exam. There is the possibility of an ongoing test at the end of the "Business Administration" part.
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.
Verification of learning can also be carried out electronically, should the conditions require it.
Examples of frequently asked questions and / or exercises
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?