OVERVIEW

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

Exam Board

GIORGIA PROFUMO (President)

NICOLETTA BURATTI

LARA PENCO

LESSONS

LESSONS START

Second semester starting in February 2024.

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

FURTHER INFORMATION