CODE 111165 ACADEMIC YEAR 2025/2026 CREDITS 6 cfu anno 1 INGEGNERIA GESTIONALE 11956 (LM-31) - GENOVA SCIENTIFIC DISCIPLINARY SECTOR ING-IND/35 LANGUAGE Italian TEACHING LOCATION GENOVA SEMESTER 2° Semester MODULES Questo insegnamento è un modulo di: MARKETING AND BUSINESS PROCESS MANAGEMENT OVERVIEW Marketing is a discipline that supports the company in managing the relationship with the customer, so as to acquire a lasting competitive advantage. In this framework, the course is designed to provide students with an understanding of marketing tools, both in the strategic and operational dimensions, and their applications. AIMS AND CONTENT LEARNING OUTCOMES The aim of this course is to provide the basic concepts on the management of the marketing process, broken down into its most important activities (market segmentation, marketing mix design, etc.). AIMS AND LEARNING OUTCOMES Attendance and active participation in lessons, together with individual study, will allow students to: - Know the marketing process, broken down into its most important activities - 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 operational marketing problems, related to the management of the different components of the marketing mix - Set up a marketing plan TEACHING METHODS Lectures, exercises, paper discussion, seminars. Students holding valid certificates for disability, specific learning disabilities (SLD), or special educational needs (SEN) may refer to the services, compensatory tools, specific measures, and aids, as well as the requirements and conditions for accessing and using them, explained on https://unige.it/disabilita-dsa. SYLLABUS/CONTENT Marketing as a process: main activities Analysis of the reference market (macro-segmentation): Abell model, Porter Micro segmentation and market opportunities Product portfolio analysis tools: BCG model, McKinsey Positioning and SWOT Marketing mix strategies, objectives and programs (price, product, communication and distribution) The new forms of marketing induced by digitalization Brand management Service Marketing Sustainable Marketing RECOMMENDED READING/BIBLIOGRAPHY Articles available on aula web + Lecture notes + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions. Chapters mentioned in Lecture notes refer to 14th edition TEACHERS AND EXAM BOARD STEFANIA TESTA Ricevimento: By appointment, either online (via Microsoft Team) or in office, by sending email (stefania.testa@unige.it) LESSONS LESSONS START https://corsi.unige.it/en/corsi/11956/studenti-orario Class schedule The timetable for this course is available here: Portale EasyAcademy EXAMS EXAM DESCRIPTION Written test with possible oral test. Results are published on AulaWeb platform ASSESSMENT METHODS The exam assesses the ability to understand the theories underlying the approaches, methods and tools applicable in the context of marketing as well as the student's ability to reasoning critically. FURTHER INFORMATION Students who have valid certification of physical or learning disabilities on file with the University and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with School's disability liaison (https://unige.it/commissioni/comitatoperlinclusionedeglistudenticondisabilita.html) . For working students and foreign students, the course provides specific benefits. In the first case, personalized projects can be proposed that take into account work needs, while for foreign students, teaching materials in English are provided and the possibility of taking exams in English is offered. Agenda 2030 - Sustainable Development Goals Industry, innovation and infrastructure Responbile consumption and production