CODE 64447 ACADEMIC YEAR 2022/2023 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 the 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. It is however possible to study, only as not attending students, an English syllabus and to sustain the exam in English. SYLLABUS/CONTENT 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, the English syllabus is based on the following textbooks: - Best R. (2013), Market-based Management. Strategies for growing customer value and profitability, 6th edition, Pearson Education. - Tuten T., Solomon M. (2018), Social Media Marketing, 3rd edition, Sage. Please contact the professor at the beginning of the course for deciding the textbook and the chapters that are more suitable for your learning objectives. TEACHERS AND EXAM BOARD GIORGIA PROFUMO Ricevimento: The office hours for students are fixed, from February to May 2023, every Monday, at 15.00 (3.00 p.m.), in the office of the teacher (first floor of the building). It is also possible to fix a personal appointment via Microsoft Teams, sending before the request to the teacher by email: giorgia.profumo@economia.unige.it Exam Board GIORGIA PROFUMO (President) NICOLETTA BURATTI LARA PENCO LESSONS LESSONS START Second semester starting in February 2023. Class schedule MARKETING MANAGEMENT AND DIGITAL EXAMS EXAM DESCRIPTION Written exam. ASSESSMENT METHODS For incoming students that follow the Italian syllabus, please refer to the Italian assesment methods. For incoming students that follow the English syllabus, the exam is written: four open-ended questions on the agreed syllabus. Exam schedule Data appello Orario Luogo Degree type Note 09/01/2023 14:30 GENOVA Orale 23/01/2023 14:30 GENOVA Orale 06/02/2023 14:30 GENOVA Orale 10/05/2023 15:30 GENOVA Orale 05/06/2023 14:30 GENOVA Orale 19/06/2023 14:30 GENOVA Orale 10/07/2023 14:30 GENOVA Orale 06/09/2023 14:30 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 (only as not attending students).
