Document summary objectives Course
Course:
ISSE/01 Economics and Business Management
Year:
2024/2025
Lecturer:
Giulia Turra, Riccardo Maistrello
Syllabus 
List of topics covered:
This course introduces students to the fundamentals of corporate, brand and market positioning, with a focus on marketing strategies as tools for understanding and influencing consumer choice. Key concepts such as positioning, segmentation and targeting will be explored. Students will gain skills to conduct market analysis, outline the customer journey, identify customer needs and define a brand’s unique selling proposition (USP). To support the theoretical learning, project work will be developed to apply the acquired knowledge in practice.
Course-specific learning objectives:
The course aims to provide students with a solid understanding of the technical language related to marketing and economics, enabling them to acquire the ability to analyze products and markets critically. The role of psychological factors influencing purchasing decisions and the mechanisms that foster customer loyalty will be explored. In addition, students will be encouraged to develop applied case studies that allow them to put the theoretical concepts learned into practice. Throughout the course, emphasis will be placed on collaboration and teamwork so that students learn to manage projects in groups while meeting specific deadlines and objectives.
Mode of teaching delivery:
The course involves a combination of lectures, testimonials from industry experts, and hands-on activities. Students will be involved in project work that will help them experience and apply the knowledge they have gained in real-world contexts, developing a critical and strategic approach to marketing and business management.
Mode of examination/evaluation:
The exam consists of the preparation and presentation of a project work, which will require the design of the birth and launch of a brand in the competitive environment of large-scale retail trade (GDO). Students will have to prepare a slide presentation and discuss its contents, demonstrating the ability to apply the marketing and market analysis tools learned during the course.
Bibliography
- Godin, S. (2003). The Purple Cow. Sperling & Kupfer.
- Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy. Rizzoli.
- Kotler, P. (2016). Marketing 4.0. Hoepli.
- Lambin, J. J., & Tesser, E. (2021). Market-Driven Management: Strategic and Operational Marketing (8th ed.). McGraw-Hill Education.