OVERVIEW

Processes mark the life of organizations. It therefore becomes essential to know the concepts, methods and technologies that allow organizations to manage processes effectively and efficiently.

One of the most important processes for the company is the  marketing process, consisting of a series of actions aimed at optimizing the sale of a product or service in order to increase customer satisfaction.

This course addresses the above mentioned aspects.

AIMS AND CONTENT

LEARNING OUTCOMES

The aim of the course is to provide the basic concepts on business process management (issues, steps, and tools) and specifically deepen 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:

Acquire the basic concepts of business process management (BPM)

Acquire knowledge for process analysis and redesign methodology: steps, issues, and tools

Understand what it means to redesign business processes in a digital and / or sustainable way

Understand the relevance and implications of BPM through theory and real-life examples

Understand the implications of hard (organization chart, job positions, coordination systems) and soft (organizational culture, personnel skills, management styles, etc.) components of organizations on BPM

Know specifically the marketing process, broken down into its most important activities, such as

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  marketing problems, connected to the management of the various components of the marketing mix

set up a marketing plan

PREREQUISITES

No one

TEACHING METHODS

Lectures, exercises, paper discussion, project works within a national contest

SYLLABUS/CONTENT

1. Processes

Definitorial  aspects (classifications, interdependencies, origin of the concept etc.)

BPM and process life cycle

Process analysis and redesign: as-is analysis

Process mapping, main mapping techniques

Useful tools for information gathering: how to choose them

Case studies

Soft components of the organization (organizational culture, staff skills, management styles, etc.)

BPM and digital transformation

BPM and sustainable development

Tutorial: Bizagi software, an open source for business process modeling

2. Marketing as a process: main phases

Macrosegmentation: Abell and Porter models
Micro segmentation and market opportunities
Product portfolio analysis tools: BCG and McKinsey models
Positioning 
Marketing mix strategies, objectives and programs (price, product, promotion and place)
The new forms of marketing induced by digitalization
Brand management

Service Marketing

Sustainable Marketing

RECOMMENDED READING/BIBLIOGRAPHY

Articles available on aula web + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions + Business Process Reengineering, Silvana Frascheri, Hoepli

TEACHERS AND EXAM BOARD

Exam Board

SILVANA FRASCHERI (President)

STEFANIA TESTA (President)

LESSONS

LESSONS START

https://corsi.unige.it/8734/p/studenti-orario

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

Learning assesment takes place through a marketing project work and an oral exam related to BPM issues. The marketing project work is related to the project launched evry year in a national contest. Each group will have to draw up one report and one power point presentation. The results of the project work and the oral exam related to BPM issues are published on aula-web. The final grade is calculated as the average of the two parts.

ASSESSMENT METHODS

Project work allows to evaluate the ability of the students to apply approaches, methods and tools in the context of the marketing process.

The oral exam allows to evaluate the ability of the students to understand the theories underlying the approaches, methods and tools applicable in the context of BPM as well as their  ability to think critically.

Exam schedule

FURTHER INFORMATION

Working students and students with certification of specific learning disorders, disability or other special educational needs are advised to contact the teacher at the beginning of the course to agree on  exam methods that, in compliance with the objectives of the course, take into account the individual learning methods