Marketing Principles offers students an overview of the theoretical foundations of marketing and, at the same time and provide students with practical knowledge that can be used in this subject area. In particular, it aims to develop the following skills:

a) comprehension skills: during the lectures, students will be stimulated to analyze in detail some of the main problems faced by marketing specialists – e.g. branding decisions, product positioning, distribution choices – and to collect and interpret in a critical way the information useful for making these decisions;

b) ability to use knowledge: this unit will devote special attention to the practical application of the theoretical principles presented during the lectures. This will be done both through references to examples taken from the marketing literature, and through practical exercises in which students will use tools for analyzing information freely available online and software for statistical analysis;

c) ability to draw conclusions (independent judgment): the in-depth examination of a series of case studies will allow students to consolidate their ability to critically judge marketing orientations and decisions. In order for students to acquire the ability to weigh the positive and negative aspects of these decisions, case studies of successful and unsuccessful experiences, will be examined;

d) communication skills: this unit will lead students to familiarize themselves with the terminology commonly used by marketing specialists. Special attention will be paid to the development of communication skills (both oral and written). To this end, students will be involved in case study discussions, group presentations, and in the creation of short reports;

c) learning ability: Marketing Principles intends to prepare students for learning (and using) theoretical and practical tools that support managerial decisions strictly concerning marketing and, in a broader sense, business disciplines. The course aims, in particular, to facilitate the learning processes that each student undertakes in the training phase of their professional career and increase the effectiveness of such processes.