MARKETING MANAGEMENT AND DIGITAL

MARKETING MANAGEMENT AND DIGITAL

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iten
Code
64447
ACADEMIC YEAR
2019/2020
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. 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.

PREREQUISITES

As it is an advanced course of marketing, it is necessary to possess some basic knowledge of marketing. In particular:

- role and evolution of marketing, as a corporate function

-strategic marketing: consumer behavior, segmentation, positioning

-operating marketing: product, price, placement and promotion

Teaching methods

Lectures, exercises, case studies.

The course is taught in Italian. It is however possible to study, only as not attending students, an English syllabus and to sustain the exam in English.

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

- digital marketing and social media marketing

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 textbooks:

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

- Tuten T., Solomon M. (2018), Social Media Marketing, 3rd edition, Sage.

Please contact the professor at the beginning of the course for deciding the textbook and the chapters that are more suitable for your learning objectives.

TEACHERS AND EXAM BOARD

Ricevimento: Every Tuesday, at 2.30 p.m. Room I.1027, first floor. In this period of Coronavirus emergency, please send an email for fixing an appointment via Skype or Microsoft Teams.

Exam Board

GIORGIA PROFUMO (President)

NICOLETTA BURATTI

SILVIA BRUZZI

LESSONS

Teaching methods

Lectures, exercises, case studies.

The course is taught in Italian. It is however possible to study, only as not attending students, an English syllabus and to sustain the exam in English.

LESSONS START

Sem: 2°

17 February 2020 - 22 may 2020

ORARI

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

Vedi anche:

MARKETING MANAGEMENT AND DIGITAL

EXAMS

Exam description

Written exam.

Assessment methods

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

For incoming students that follow the English syllabus, the exam is written: four open-ended questions on the agreed syllabus.

 

Exam schedule

Date Time Location Type Notes
11/09/2020 09:30 GENOVA Orale

FURTHER INFORMATION

Attendance

Attendance is not compulsory; incoming students can choose to study the Italian syllabus for attending or not attending students or the English syllabus (only as not attending students).