ADVANCED MARKETING

ADVANCED MARKETING

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Code
64447
ACADEMIC YEAR
2016/2017
CREDITS
9 credits during the 2nd year of 8707 MANAGEMENT (LM-77) GENOVA
SCIENTIFIC DISCIPLINARY SECTOR
SECS-P/08
LANGUAGE
Italiano
TEACHING LOCATION
GENOVA (MANAGEMENT )
semester
2° Semester
Teaching materials

OVERVIEW

Course description

The course will provide concepts and techniques useful in order to make advanced marketing decisions. In particular, the course is focused on the process of creation of customer value proposition and on the analysis of the principal methodologies and models for marketing planning and the measurement of marketing results (marketing metrics). Moreover, the course will introduce students to web marketing and social media marketing.

AIMS AND CONTENT

LEARNING OUTCOMES

The course will provide concepts and techniques useful in order to make advanced marketing decisions. 

Teaching methods

The course is taught in Italian.

SYLLABUS/CONTENT

In particular, the course is focused on the process of creation of customer value proposition and on the analysis of the principal methodologies and models for marketing planning and the measurement of marketing results (marketing metrics). Moreover, the course will introduce students to digital marketing and social media marketing.

 

RECOMMENDED READING/BIBLIOGRAPHY

If foreign students choose to study the ordinary syllabus in Italian, they can refer to the other section of the document. Otherwise, an English syllabus is available on request, based on the following textbook:

Best R. (2013), Market-based Management. Strategies for growing customer value and profitability, 6th edition, Pearson Education.

Please contact the professor at the beginning of the course.

TEACHERS AND EXAM BOARD

Ricevimento: http://www.economia.unige.it/index.php/il-dipartimento/personale/docenti-ad-economia/157-giorgia-profumo

Exam Board

GIORGIA PROFUMO (President)

NICOLETTA BURATTI

SILVIA BRUZZI

LESSONS

Teaching methods

The course is taught in Italian.

LESSONS START

Sem: 2°

27 february - 1 june 2017

ORARI

L'orario di tutti gli insegnamenti è consultabile su EasyAcademy.

Vedi anche:

ADVANCED MARKETING

EXAMS

Exam description

Written exam.

Assessment methods

Written exam with open-ended questions on all the English syllabus.

FURTHER INFORMATION

Attendance

Attendance is not compulsory; students can choose to study the syllabus for attending or not attending students (see above). Attending students will be involved in a business game in English.