ADVANCED MARKETING

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Code
64447
ACADEMIC YEAR
2017/2018
CREDITS
9 credits during the 1st year of 8707 MANAGEMENT (LM-77) GENOVA
SCIENTIFIC DISCIPLINARY SECTOR
SECS-P/08
LANGUAGE
Italian
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

Lectures, exercises, case studies.

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). Special attention will be given to marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.

Moreover, the course will introduce students to digital marketing and social media marketing.

Syllabus:
- Customer Focus, Customer Performance and Profit Impact 
- Marketing Metrics and Marketing Profitability 
- Market Analysis:
    - Market Potential, Market Demand, and Market Share 
    - The Customer Experience and Value Creation 
    - Market Segmentation and Segmentation Strategies 
    - Competitive Position and Sources of Advantage 
- Marketing Plans and Performance 
    - Building a Marketing Plan 
    - Marketing Metrics, Performance, and Strategy Implementation 
    - Market-Based Management and Financial Performance

RECOMMENDED READING/BIBLIOGRAPHY

If incoming students choose to study the ordinary syllabus in Italian, they can refer to the other section of the program. 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

Office hours: Every Tuesday, at 2.30 p.m. Room I.1027, first floor.

Exam Board

GIORGIA PROFUMO (President)

SILVIA BRUZZI

NICOLETTA BURATTI

LESSONS

TEACHING METHODS

Lectures, exercises, case studies.

The course is taught in Italian.

LESSONS START

Sem: 2°

28 February 2018 - 1 June 2018

Class schedule

ADVANCED MARKETING

EXAMS

EXAM DESCRIPTION

Written exam.

ASSESSMENT METHODS

Written exam with four open-ended questions on all the English syllabus.The text of the exam will differ for attenting and non attending students.

For incoming students that follow the Italian syllabus, please refer to the Italian assesment methods.

Exam schedule

Date Time Location Type Notes
13/02/2018 09:30 GENOVA Orale
11/06/2018 09:30 GENOVA Orale
25/06/2018 09:30 GENOVA Orale
09/07/2018 10:30 GENOVA Orale
23/07/2018 09:30 GENOVA Orale
13/09/2018 09:30 GENOVA Orale