Educational offer - University of Padova

Syllabus

Prerequisites:	Interest in business, curiosity
Target skills and knowledge:	An introductory course in the marketing activities associated with the free market system. The various components and functions of the marketing activities will be discussed in an integrated framework to provide insight into the role and scope of marketing in the business environment. The components and functions include product development, pricing, promotion, distribution, consumer behavior, and target market analysis.
Examination methods:	Midterm Exam 25% Final Exam 25 Group Assignment 40 Plant Tour Paper 10 In-Class Performance See below TOTAL: 100%
Assessment criteria:	In-class performance deals with the amount and quality of your participation related to class discussions, breakout group in-class assignments, individual in-class assignments, etc. At the end of the period of teaching, final grades may be adjusted for in-class performance that is exceptional. So students who are borderline between two grades may have their scores moved up based on their exceptional in-class performance. So the bottom line – it is in your best interest to participate often and in a quality manner. Attendance Lectures are the most important aspect of this class. Students who miss lectures do not perform as well on the exams as regular attendees. Thus attendance is quasi-mandatory for this class. For every two unexcused absences a half letter grade adjustment will be made. For example, if at the end of the teaching period your grade is a B and you have two unexcused absences, your grade will be adjusted to a B minus. Also if you miss class for any reason, please make sure that you get the lecture material and notes from another student. If you miss more than 20% of the lectures, or if you do not contribute to your team effectively and with the due effort, you will have to sustain the non-attending exams, and all your past credits (midterms, team projects, and presentations) will be lost. Exams There will be one midterm exam and a final exam. Dates for these exams are per the course schedule. The exams will cover text, lecture, guest speakers and discussion material. If you will not be able to attend an exam you must schedule a make-up exam at least 48 hours in advance and provide a legitimate reason (as determined by the instructor) for missing the exam. Makeup exams must be taken within one week of the scheduled exam date. Group Project Students will complete a group assignment. Only one grade will be given for the assignment and this grade will be assigned to all group members. We will ask all students to provide us with an assessment of their group members at the end of the teaching period. This assessment will be used to identify group members who were extraordinary in their efforts – and may cause grades to be adjusted upward – as well as those group members who were not diligent in their participation (e.g., missing scheduled meetings, failing to complete their part of the group project in a quality manner on a timely basis) -- and may cause grades to be adjusted downward.
Course unit contents:	The purpose of this course is to introduce you to the basic concepts of marketing management. You will learn to apply the knowledge and analytical skills useful for participating in the development and execution of a company’s marketing strategy and practices.
Planned learning activities and teaching methods:	Power point, case study, video, articles
Additional notes about suggested reading:	Lessons available on Moodle eLearning web site
Textbooks (and optional supplementary readings)	Lamb, Hair, McDaniel, MKTG, 7th Edition. --: Cengage Learning, 2014., --. --: --, --.