The aim of this unit of study is to define and analyze the contents and role of marketing for the value creation. More specifically, this unit of study examines the analytical and strategic marketing dimensions (analysis of customer's needs, market dimension forecast, competitive analysis, market segmentation and competitive positioning process) and the marketing mix dimensions (product, price, place, promotion).
Course Content - Part A
The course aims to investigate the main marketing decisions of cultural enterprises.
The course pursues the development of:
- a market orientation
- the ability to 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
Learning Objectives - Part A
Knowledge of marketing in cultural enterprises
Development of a marketing plan for cultural enterprises
Main choices in terms of product, communication, distribution and price for cultural companies.
Insights on marketing research for cultural companies.
Prerequisites
It is suggested the basic exame of Management
Prerequisites - Part A
Management course for cultural enterprises
Teaching Methods
Lectures.
Corporate Testimonials.
Discussion of cases and videos on topics under study.
Teaching Methods - Part A
Lectures and testimony in the classroom
Further information
For other info and for downloading educational material please check on the moodle platform at http://e-l.unifi.it (a password is required, students are required to write an email to the professor in order to obtain it).
Type of Assessment
Oral exam
Type of Assessment - Part A
Oral exam
Course program
This unit of study includes the following topics:
- The concept of marketing and its role in creating value for companies, customers and the society.
- Analysis of consumer behavior
- The market segmentation and competitive positioning
- The marketing information system
- The policy of product, the policy of distribution, the policy of price, the policy of communication
- The marketing metrics
- The strategic marketing plan
Course program - Part A
The course aims to illustrate the main marketing themes and strategies for cultural enterprises.
The topics addressed are the following:
- the main market players
- segmentation and competitive positioning
- marketing research
- product, price, distribution and communication decisions.