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.
The course will provide concepts and techniques useful in order to make advanced marketing decisions.
The course is taught in Italian.
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.
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.
Ricevimento: http://www.economia.unige.it/index.php/il-dipartimento/personale/docenti-ad-economia/157-giorgia-profumo
GIORGIA PROFUMO (President)
SILVIA BRUZZI
NICOLETTA BURATTI
Sem: 2°
27 february - 1 june 2017
ADVANCED MARKETING
Written exam.
Written exam with open-ended questions on all the English syllabus.
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.
