First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Psychology
Course unit
PSO2043522, A.A. 2019/20

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

Information on the course unit
Degree course First cycle degree in
PS1085, Degree course structure A.Y. 2017/18, A.Y. 2019/20
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Number of ECTS credits allocated 6.0
Type of assessment Mark
Department of reference Department of Philosophy, Sociology, Education and Applied Psychology
Mandatory attendance No
Language of instruction Italian
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

Teacher in charge ALESSANDRA FALCO M-PSI/06

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses M-PSI/06 Psychology of Work and Organisations 6.0

Course unit organization
Period Second semester
Year 2nd Year
Teaching method frontal

Type of hours Credits Teaching
Hours of
Individual study
Lecture 6.0 42 108.0 No turn

Start of activities 02/03/2020
End of activities 12/06/2020
Show course schedule 2019/20 Reg.2017 course timetable

Examination board
Board From To Members of the board
7 2019/20 01/10/2019 30/11/2020 FALCO ALESSANDRA (Presidente)
DAL CORSO LAURA (Membro Effettivo)
DI SIPIO ANNAMARIA (Membro Effettivo)
GIRARDI DAMIANO (Membro Effettivo)
6 2018/19 01/10/2018 30/11/2019 FALCO ALESSANDRA (Presidente)
DAL CORSO LAURA (Membro Effettivo)
LANZONI PAOLO (Membro Effettivo)

Prerequisites: None.
Target skills and knowledge: - Know the aims and the main areas of application of marketing.
- Know the ways in which marketing identifies and satisfies the "needs" of consumers.
- Know the constitutive phases of the marketing plan.
- Know the elements that characterize the marketing mix.
- Know the consumer purchasing decision-making processes.
- Know the functioning and the role of emotions in communication activities.
- Know the fundamentals of marketing psychology.
- Being able to carry out market research.
- Be able to design a marketing plan and plan operational marketing tools.
- Be able to apply the main techniques to stimulate creativity in marketing.
- Being able to transfer transversal knowledge of psychology to marketing.
Examination methods: For non-attending students there will be a written test, characterized by four questions with an open answer format. The written test lasts one hour and thirty minutes.
For attending students the evaluation will include a written test (characterized by four questions with an open answer format), together with the outcome of a group work that will involve the design of a marketing plan. The written test lasts one hour and thirty minutes.
Attending and non-attending students who wish to do so may request an oral supplement, on the whole program, at the end of the exam.
Assessment criteria: The assessment of the preparation will focus on understanding of the topics covered, acquisition
methodologies and tools proposed, and the ability to apply them independently,
in a critical and conscious way.
Course unit contents: The course aims to deepen the basic marketing themes, with particular reference to the role of communication in the relationship with the consumer, in a perspective of centrality of the person, sustainability and safeguarding of ethical principles and corporate social responsibility.
In particular, the following topics will be explored:

- evolution and application fields of marketing;
- marketing as a tool to understand, create, communicate and distribute value;
- social, economic and cultural context variables;
- identification of market opportunities and definition of the offer for the target market.

- the marketing management plan;
- analysis of consumer demand and behavior;
- market research;
- traditional and emerging marketing mixes;
- the role of emotions in communication;
- creativity in marketing;

- evaluation and control of marketing activities.
Planned learning activities and teaching methods: The lectures will be accompanied by discussions, exercises, and case studies, as well as
debates with the professionals in the field of marketing. Particular attention will be given to aspects
of merit and methodology of some of the significant field research.
Additional notes about suggested reading: The specific material (slides, articles, documents, ...), will be added
in the web teaching (Moodle platform). The material is necessary in order to deepen the topics
of the course. The password to the Moodle platform may be provided by the lecturer via
e-mail or phone.
Textbooks (and optional supplementary readings)
  • Kotler, P., Il marketing secondo Kotler. Milano: Il Sole 24 ORE, 2011. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Laboratory
  • Case study
  • Working in group
  • Loading of files and pages (web pages, Moodle, ...)

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

Sustainable Development Goals (SDGs)
Responsible Consumption and Production