LEARNING OBJECTIVES
The course aims to provide the theoretical and practical bases of Marketing. The goal is to deepen both the theoretical and economic component that guides the company's choices (regarding: the production process, the product commercialization, the "pricing" strategies, the control of commercial results) and the applicative component linked to the various aspects of corporate communications and the Marketing mix.

COURSE CONTENTS
Part 1 - The marketing and the marketing process (4 video-lessons):
- Marketing: building a profitable relationship with the customer;
- The company and the marketing strategy finalized to the creation of a relationship with customers.
Part 2 - Understanding markets and consumers (6 video-lessons):
- The company's marketing environment;
- The marketing information's system to get customer data;
- The consumer buying behavior.
Part 3 - Marketing strategy and customer-oriented marketing mix (14 video-lessons):
- Customer-oriented marketing strategy: create value for target customer;
- The product, services and brand strategies;
- The development of new products and the product life cycle strategies;
- The price determination: understand and grasp the value for customer;
- The pricing strategies;
- The marketing channels;
- The retail and wholesale.

Kotler P., Armstrong G., Principi di Marketing, Pearson-Prentice Hall