First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Engineering
ENGINEERING AND MANAGEMENT
Course unit
MARKETING ENGINEERING
INP4062667, A.A. 2017/18

Information concerning the students who enrolled in A.Y. 2017/18

Information on the course unit
Degree course Second cycle degree in
ENGINEERING AND MANAGEMENT
IN0522, Degree course structure A.Y. 2008/09, A.Y. 2017/18
N0
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Number of ECTS credits allocated 9.0
Type of assessment Mark
Course unit English denomination MARKETING ENGINEERING
Department of reference Department of Management and Engineering
Mandatory attendance No
Language of instruction English
Branch VICENZA
Single Course unit The Course unit can be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit

Lecturers
Teacher in charge ENRICO SCARSO ING-IND/35

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses ING-IND/35 Engineering and Management 9.0

Mode of delivery (when and how)
Period Second semester
Year 1st Year
Teaching method frontal

Organisation of didactics
Type of hours Credits Hours of
teaching
Hours of
Individual study
Shifts
Lecture 9.0 72 153.0 No turn

Calendar
Start of activities 26/02/2018
End of activities 01/06/2018

Examination board
Board From To Members of the board
3 2017 01/10/2017 15/03/2019 SCARSO ENRICO (Presidente)
BOLISANI ETTORE (Membro Effettivo)
FILIPPINI ROBERTO (Supplente)
2 2016 01/10/2016 15/03/2018 SCARSO ENRICO (Presidente)
BOLISANI ETTORE (Membro Effettivo)
FILIPPINI ROBERTO (Supplente)

Syllabus
Prerequisites: None
Target skills and knowledge: The course is about computer-assisted marketing analysis and planning. Particularly, it aims at helping students gaining an understanding of the role of analytical techniques and computer models for enhancing marketing decision making in modern enterprises; improving their skills in viewing marketing processes and relationships systematically and analytically; giving them various examples of marketing engineering applications in real managerial contexts.
Examination methods: Written examination(in two parts)
Assessment criteria: The student's knowledge of the key concepts of Marketing will be checked as well as his ability to use techniques and quantitative models to support marketing decisions
Course unit contents: PART 1: Basics of Marketing
Defining marketing and the marketing process. Company and marketing strategy. Analyzing the marketing environment. Managing marketing information. Consumer markets and consumer buyer behaviour. Market segmentation, targeting and positioning. New product development and product life-cycle strategies. Pricing strategies. Marketing channels. Communicating customer value. Advertising and public relations. Personal selling and sales promotion.
PART 2: Computer models
Introduction to quantitative models. Market response models. Segmentation and Targeting models. Cluster analysis. Positioning maps. Portfolio planning models. Conjoint analysis. New product diffusion models. Value analysis and competitive bidding models. Revenue management models. Advertising budget decisions. Salesforce sizing and allocation.
Planned learning activities and teaching methods: Traditional lectures, use of software applications, discussions of cases
Additional notes about suggested reading: Teaching material (slides, tutorial and cases) will be available on the moodle (http://www.elearning.unipd.it/dtg)
Textbooks (and optional supplementary readings)
  • Kotler P., Armstrong A., Principles of Marketing, 15th ed.. Harlow, Essex, UK: Pearson, 2014. Cerca nel catalogo
  • Lilien G.L., Rangaswamy, A., Marketing Engineering. Victoria: Trafford, 2004. Per consultazione (disponibile in biblioteca) (available in the DTG library) Cerca nel catalogo