Objectives: At the end of the course, students will have achieved: - Become familiar with the discipline of marketing and be able to analyze, plan and implement their strategies. - Understand and apply some of the main marketing concepts, such as market analysis, segmentation, product life cycle analysis, etc. - Learn the necessary skills for decision making in marketing. During the course, the participants will develop the necessary skills to analyze the business environment in which the company operates, to determine what are the opportunities and problems that the organization must face, in order to be able to carry out alternative marketing strategies, select the most appropriate and transform them into operational plans. Therefore, at the end of the course, the participants should have learned the fundamentals of marketing, be able to analyze a market problem and understand, discuss, and define marketing strategies.

Learning outcomes: Be able to think strategically, to be able to develop a value proposition, and achieve sustainable activities and initiatives over time.

Also, acquire the ability to think out-the-of-box.

Contents:

1. Introduction to the course

2. Market orientation

3. Market and micro segmentation

4. Customer loyalty

5. Attractiveness analysis

6. Competitiveness analysis

7. Portfolio analysis

8. Growth strategies

9. Strategic marketing plan

Methodology: In “Principles of Marketing” the students assume a very active role in carrying out the course, both individually and as a group. In fact, the active particiption of the student is very important and is part of the individual final grade. The students, divided into work groups, must analyze and present to the classmates the different existing situations of the Catholic Church around the world and provide real examples for each of them. Always divided into groups, students will have to propose new projects and develop their strategic marketing plans. For this reason, the course is based on the concept of "learning by doing", with the profes‧sor taking the role of moderator, guide, and trainer. Several real case studies will also be analyzed in class, which students must read and prepare before‧hand. The testimony of some guest speakers is also planned.

Means of evaluation: 30% of the final mark evaluates the individual and group participation of the students. The remaining 70% evaluates the result of an individual written exam on theoretical aspects presented and discussed in class.