B003194 - MARKETING FOR CULTURAL MANAGEMENT

Italian

The course aims at analysing the strategic marketing and the marketing mix decisions. The first part focuses on the following issues: marketing and market-orientation, the analysis of the demand and of consumer behaviours, market segmentation, competitive positioning and marketing information system. The second part examines the decisions of product, place, promotion and price.

Ferrero (a cura di), 2018, Marketing e creazione del valore, Giappichelli

KNOWLEDGE: Main strategic marketing choices, analysis of actractiviness and competitiveness of market, choices of competitive positioning, decisions of product, price, communication and distribution.
COMPETENCES: The course pursues the development of:
- a market orientation mentality
- the ability to strategically manage relationships between companies and the market
- Expertise in terms of choices of product, price, distribution and communication
- knowledge of the main methods of market analysis.

Before taking the marketing exam, students are advised to have passed the exam of Management of Cultural Enterprises.

-Lectures
- Corporate Testimonials
- Discussion of cases and videos on topics under study.

For other information and for downloading educational material please check on the moodle platform at http://e-l.unifi.it (password required, ask the professor for obtain it)

Oral exam

The concept of marketing: the ideological,analytical and operational dimensions
- The evolution of the concept of marketing: product orientation, production orientation, sales orientation, market orientation (market driver management)
- Analysis of consumer behavior: the concept of need, the main approaches to the study of the purchase and consumption
- The market segmentation and competitive positioning: the segment, the segmentation process, the choice of competitive positioning, the analysis of attractiveness (life cycle of product)
- The marketing information system: the role of information, the structure of the marketing information system, qualitative research, quantitative research
- The policy of product: the concept of product , product innovation, the development process of the new product
- The policy of distribution: the distribution channels, the hedging strategies, communication strategies with intermediaries, the organization of sales
-the policy of communication: corporate communication, marketing communication, forms of communication, the advertising campaign
-the politicy of price: price and cost, price and demand, price competition
- The strategic marketing plan: articulation, analytical tools and operational choices