Marketing Management aims at developing the following capabilities:

a) ability to develop knowledge and understand: during the lessons, the reference to real companies and brands will allow students to consolidate their ability to analyze and understand problems that fall within the marketing domain.

b) ability to apply knowledge: this course will pay particular attention to the practical application of the theoretical principles presented through the lectures. This will be done both through references to real examples and through case studies that students will develop to achieve part of the final grade.

c) ability to make judgments: during the lessons, students will have the opportunity to analyze quantitative data, understand its nature, and draw conclusions on possible marketing strategies that can be implemented by the companies to which such data refer.

d) communication skills: this course aims, first of all, to expand students’ knowledge of the technical terminology used in the marketing field and managerial disciplines in general, and, secondly, to strengthen individual oral and written communication skills (through group presentations and the writing-up of short reports).

c) learning skills: this course aims to develop students’ analytical skills and, more specifically, their ability to analyze marketing problems, understand them, and identify the most suitable solutions.