Marketing Management & Customer Behavior

Course description

In this course theory and practice will go together. Students will be able to manage the theoretical tools and implement them, as in corporate practices. The main sections of the course are:

  • Marketing analysis
    • market
    • consumer
    • competitor
    • company commercial data (marketing report)
    • Marketing Research
    • Marketing Strategies

Course objectives

The first goal of this course is to provide each student with the knowledge of the day by day job in Marketing Department of companies. Also for this reason there will be a lesson by business managers.

Another goal of the course is to encourage the development of teamwork skills and to improve students' critical and strategic skills.

Finally, students will learn to set up a marketing research starting from precise marketing objectives.

Course Unit Contents:

Marketing in the companies

Structure of the marketing plan

Market analysis, competitor analysis and consumer analysis

Marketing research

Internal data analysis and marketing report

SWOT Analysis

Marketing objectives

Marketing strategies and use of the variables of the marketing mix:

  • Product
  • Price
  • Place
  • Promotion


Planned learning activities:


  • Tools for marketing plan
  • Marketing research techniques
  • Team working
  • Professional guest speakers

Examination methods:

Grades will be based on:

  • In class performance: students active participation during the lessons (20%)
  • A group project: marketing research performed by teams of three (30%)
  • A final exam: 5 open questions on the topics of the course (50%)

Department of Economics and Management 
Master Office
Via U. Bassi 1 (4th floor),  35131 Padova
Opening hours: Monday-Friday, 9:00-14:00
phone: +39 049 8271229