Final written examination consists of three open-ended questions, to play in 50 minutes
Learning outcomes of the course unit: knowledge about main market features, competition laws and companies structures
Course contents: Organization process, customer and market management; financials processes, competitive analysis; consumer behaviour. Discover market target. Products and brands management. Basics for pricing strategy; marketing channels management.
Roger A. Kerin, Steven W Hartley; William Rudelius, Luca Pellegrini “Marketing” ed. McGraw Hill (capp. 4, 6, 10, 12, 14, 15, 16)