Processes mark the life of organizations. It therefore becomes essential to know the concepts, methods and technologies that allow organizations to manage processes effectively and efficiently.
One of the most important processes for the company is the marketing process, consisting of a series of actions aimed at optimizing the sale of a product or service in order to increase customer satisfaction.
This course addresses the above mentioned aspects.
The aim of the course is to provide the basic concepts on business process management (issues, steps, and tools) and specifically deepen the marketing process, broken down into its most important activities (market segmentation, marketing mix design, etc.)
Attendance and active participation in lessons, together with individual study will allow students to:
Acquire the basic concepts of business process management (BPM)
Acquire knowledge for process analysis and redesign methodology: steps, issues, and tools
Understand what it means to redesign business processes in a digital and / or sustainable way
Understand the relevance and implications of BPM through theory and real-life examples
Understand the implications of hard (organization chart, job positions, coordination systems) and soft (organizational culture, personnel skills, management styles, etc.) components of organizations on BPM
Know specifically the marketing process, broken down into its most important activities, such as
recognize the characteristics of the markets and identify the most appropriate types of marketing to manage the relationship with the target market
conduct a market analysis
solve specific marketing problems, connected to the management of the various components of the marketing mix
set up a marketing plan
No one
Lectures, exercises, paper discussion, project works within a national contest
1. Processes
Definitorial aspects (classifications, interdependencies, origin of the concept etc.)
BPM and process life cycle
Process analysis and redesign: as-is analysis
Process mapping, main mapping techniques
Useful tools for information gathering: how to choose them
Case studies
Soft components of the organization (organizational culture, staff skills, management styles, etc.)
BPM and digital transformation
BPM and sustainable development
Tutorial: Bizagi software, an open source for business process modeling
2. Marketing as a process: main phases
Macrosegmentation: Abell and Porter models Micro segmentation and market opportunities Product portfolio analysis tools: BCG and McKinsey models Positioning Marketing mix strategies, objectives and programs (price, product, promotion and place) The new forms of marketing induced by digitalization Brand management
Service Marketing
Sustainable Marketing
Articles available on aula web + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions + Business Process Reengineering, Silvana Frascheri, Hoepli
Ricevimento: By appointment, either online (via Microsoft Team) or in office
STEFANIA TESTA (President)
SILVANO CINCOTTI
SILVIA MASSA
LINDA MADDALENA PONTA
MARCO RABERTO
SILVANA FRASCHERI (President Substitute)
https://corsi.unige.it/8734/p/studenti-orario
Learning assesment takes place through a marketing project work and an oral exam related to BPM issues. The marketing project work is related to the project launched evry year in a national contest. Each group will have to draw up one report and one power point presentation. The results of the project work and the oral exam related to BPM issues are published on aula-web. The final grade is calculated as the average of the two parts.
Project work allows to evaluate the ability of the students to apply approaches, methods and tools in the context of the marketing process.
The oral exam allows to evaluate the ability of the students to understand the theories underlying the approaches, methods and tools applicable in the context of BPM as well as their ability to think critically.
Working students and students with certification of specific learning disorders, disability or other special educational needs are advised to contact the teacher at the beginning of the course to agree on exam methods that, in compliance with the objectives of the course, take into account the individual learning methods
