Marketing Foundations


A good understanding of marketing principles and the ability to correctly put them into practice in one’s professional life represent fundamental competencies for the development of a competitive advantage on the market. If you are new to marketing, or you work with a marketing team, this course will enable you to acquire an in depth knowledge of the key elements of marketing and start a professional career in this sector.  


The course is designed to provide you with a quick introductory knowledge of marketing, so that you may actively contribute to the marketing activities of you present or future organizations. The main concepts, tools and language used in marketing will be examined and, primarily, how these are, or could be, used to identify and exploit market opportunities.  


The course is aimed at those who are taking their first steps in marketing, for instance having recently graduated or being in their first job in this operational context. The course will also prove to be valuable for those who work with marketing teams and wish to develop a better understanding of their activities.  


[su_spoiler title="WHAT IS MARKETING" open="yes" style="fancy"]
  • Definition of marketing
  • The marketing process
[/su_spoiler] [su_spoiler title="THE MARKET AND CONSUMER NEEDS" open="yes" style="fancy"]
  • Needs, desires, demand
  • The market supply: products, services and experiences
  • Value and customer satisfaction
  • Customer exchange and relationship
  • The Markets
[/su_spoiler] [su_spoiler title="DEFINING A CUSTOMER ORIENTED MARKETING STRATEGY" open="yes" style="fancy"]
  • Selecting which customers to cater for
  • Defining a valuable proposal
  • Marketing management orientations
[/su_spoiler] [su_spoiler title="DEVELOPING CUSTOMER RELATIONSHIPS" open="yes" style="fancy"]
  • Customer relationship management
  • Change in customer relationships
  • Managing marketing partner relationships
[/su_spoiler] [su_spoiler title="HOW TO GET VALUE FROM CUSTOMERS" open="yes" style="fancy"]
  • Customer loyalty and keeping customers
  • Developing a customer share
  • Developing customer value
[/su_spoiler] [su_spoiler title="MARKETING SCENARIO EVOLUTION" open="yes" style="fancy"]
  • The digital era
  • Markets globalization
  • Ethical commitment and social responsibility
  • The development of non profit marketing

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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