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. 2018/19

Information concerning the students who enrolled in A.Y. 2018/19

Information on the course unit
Degree course Second cycle degree in
ENGINEERING AND MANAGEMENT
IN0522, Degree course structure A.Y. 2008/09, A.Y. 2018/19
N0
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Number of ECTS credits allocated 9.0
Type of assessment Mark
Course unit English denomination MARKETING ENGINEERING
Website of the academic structure http://www.gest.unipd.it/it/corsi/corsi-di-studio/corsi-di-laurea-magistrale/ingegneria-gestionale
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

Course unit organization
Period Second semester
Year 1st Year
Teaching method frontal

Type of hours Credits Teaching
hours
Hours of
Individual study
Shifts
Lecture 9.0 72 153.0 No turn

Calendar
Start of activities 25/02/2019
End of activities 14/06/2019

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)

Syllabus
Prerequisites: None
Target skills and knowledge: The course is about computer-assisted marketing analysis and planning. Particularly, it aims at: a) helping students gaining an understanding of the role of analytical techniques and computer models for enhancing marketing decision making in modern enterprises; b) improving their skills in viewing marketing processes and relationships systematically and analytically; c)giving them various examples of marketing engineering applications in real managerial contexts.
The course allows to acquire the following knowledge and skills PRINCIPLES OF MARKETING
1. Be able to make a market analysis
2. Be able to formulate a marketing strategy
3. Be able to implement a marketing strategy by acting on the 4 Ps: product, price, place, and promotion
4. Be able to develop and draw up a marketing plan

QUANTITATIVE TECHNIQUES
5. Understand the main quantitative marketing techniques that can be used by companies
6. Know the advantages and limitations of the different techniques
7. Knowing how to choose the right technique for the decision that has to be made
8. Knowing how to use simple computer-based marketing models
9. Being able to interpret the results obtained from the use of quantitative models
Examination methods: Assessment of learning is carried out by a written test divided into two parts.
The first part deals with the Principles of Marketing and consists of 6 closed-ended questions and 2 open-ended questions that assess the learing of the basic concepts of marketing and the ability of the student to apply these concepts in real life.
The second part deals with quantitative techniques and is divided into 6 closed-ended questions and 2 open-ended questions that evaluate the knowledge of the quantitative models studied and the knowledge of the software applications presented.
The two parties contribute equally to the formulation of the final grade.
Assessment criteria: Assessment criteria are as follows:
1. Completeness of acquired knowledge
2. Correctedness of the used terminology
3. Knowledge about the use of the models and ability to interpret their results
4. Ability to correctly classify / interpret different decision-making situations
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 (with slides' presentation), 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
  • Lilien G.L., Rangaswamy A., De Bruyn A., Principles of Marketing Engineering and Analytics. State College, PA: Decision Pro, 2013. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Case study
  • Auto correcting quizzes or tests for periodic feedback or exams
  • Loading of files and pages (web pages, Moodle, ...)

Innovative teaching methods: Software or applications used
  • Moodle (files, quizzes, workshops, ...)