CODE 64447 ACADEMIC YEAR 2016/2017 CREDITS 9 cfu anno 2 MANAGEMENT 8707 (LM-77) - SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08 LANGUAGE Italiano TEACHING LOCATION SEMESTER 2° Semester TEACHING MATERIALS AULAWEB 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 GIORGIA PROFUMO Ricevimento: http://www.economia.unige.it/index.php/il-dipartimento/personale/docenti-ad-economia/157-giorgia-profumo Exam Board GIORGIA PROFUMO (President) SILVIA BRUZZI NICOLETTA BURATTI LESSONS LESSONS START Sem: 2° 27 february - 1 june 2017 Class schedule ADVANCED MARKETING EXAMS EXAM DESCRIPTION Written exam. ASSESSMENT METHODS Written exam with open-ended questions on all the English syllabus. Exam schedule Data appello Orario Luogo Degree type Note 12/06/2017 09:30 GENOVA Orale 26/06/2017 09:30 GENOVA Orale 10/07/2017 09:30 GENOVA Orale 24/07/2017 09:30 GENOVA Orale 14/09/2017 09:30 GENOVA Orale 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.
