Marketing Management
Code
2431
Credits
3,5
Teacher in charge
Irene Consiglio
Teaching language
English
Objectives
This course is an introductory marketing course for students with no previous marketing background or with basic marketing knowledge. In this course, you will learn basic marketing concepts and you will put these concepts in practice. Not only will you learn traditional marketing concepts, but also you will be introduced to the latest developments in marketing theory and practice. You will develop strategic marketing thinking by developing a marketing plan and by analyzing marketing cases in which you will solve real marketing problems that companies face. Among other cases, you will have a glimpse of a business in which you will contribute to solve a real life marketing challenge.
Prerequisites
N/A
Subject matter
Contents include:
Bibliography
RESOURCES. Course Website
The Moodle page of the course will include updated information about the course (assignments, readings, course schedule, etc.). Please check it regularly (the course instructor and grader will assume you do).
You can find additional literature using the Nova SBE Virtual Business Library. During one of our fist lectures, our head librarian will provide you with a list of resources that you can consult for your group project.
The slides for each class and all the material used in the class will be available for downloading from the website AFTER each class. The materials will represent only an outline of class discussion and therefore you are expected to take additional notes and study the compulsory readings and materials for the final exam.
Other activities
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Teaching method
This is basically a very practical course based on the use of cases and the business experience of the instructor. We will learn by analysing and understanding the cases and preparing written answers to the questions asked. Students will learn through in class open discussions but must also be prepared to discuss the cases in cold calls. The idea is to replicate real life situations and, mainly in the second block, do role playing.
Evaluation method
a) Individual Assignments. Three cases (written answers): 30%
b) Case discussion: 15%
c) Final test: 30%
Will be based on the development of a Marketing Plan for a real company.
It covers three different components:
a) The written report: 15%
b) Presentation: 10%
c) Peer evaluation: might determine grade adjustment.
In order to pass the course, each grade component must be at least sufficient.
No grade improvement is possible after passing the course (no re-sit or second course enrolment).