CODE 64447 ACADEMIC YEAR 2018/2019 CREDITS 9 cfu anno 1 MANAGEMENT 8707 (LM-77) - GENOVA SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08 LANGUAGE Italian TEACHING LOCATION GENOVA 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. 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. 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 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: Every Tuesday, at 2.30 p.m. Room I.1027, first floor. Exam Board GIORGIA PROFUMO (President) SILVIA BRUZZI NICOLETTA BURATTI LESSONS LESSONS START Sem: 2° 18 February 2019 - 31 may 2019 Class schedule MARKETING MANAGEMENT AND DIGITAL 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 Data appello Orario Luogo Degree type Note 18/01/2019 09:30 GENOVA Orale 01/02/2019 09:30 GENOVA Orale 10/06/2019 09:30 GENOVA Orale 25/06/2019 10:30 GENOVA Orale 10/07/2019 09:30 GENOVA Orale 13/09/2019 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 .
