CODE 111165 ACADEMIC YEAR 2023/2024 CREDITS 6 cfu anno 1 INGEGNERIA GESTIONALE 8734 (LM-31) - GENOVA SCIENTIFIC DISCIPLINARY SECTOR ING-IND/35 TEACHING LOCATION GENOVA SEMESTER 2° Semester MODULES Questo insegnamento è un modulo di: MARKETING AND BUSINESS PROCESS MANAGEMENT TEACHING MATERIALS AULAWEB AIMS AND CONTENT 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, participation in national contests 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 + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions TEACHERS AND EXAM BOARD STEFANIA TESTA Ricevimento: By appointment, either online (via Microsoft Team) or in office Exam Board STEFANIA TESTA (President) SILVANO CINCOTTI SILVIA MASSA LINDA MADDALENA PONTA MARCO RABERTO SILVANA FRASCHERI (President Substitute) 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 Project work and written exam. ASSESSMENT METHODS The project work assesses the ability to apply approaches, methods and tools in the context of marketing. The written 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. Exam schedule Data appello Orario Luogo Degree type Note 31/01/2024 14:30 GENOVA Scritto 28/05/2024 11:00 GENOVA Scritto 11/06/2024 11:00 GENOVA Scritto aula E1, ESAME SPOSTATO ALLE ORE 14 05/07/2024 10:00 GENOVA Scritto 11/09/2024 14:00 GENOVA Scritto FURTHER INFORMATION Students with certification of SLD, disability or other special educational needs are advised to contact the teacher at the beginning of the course to agree on examination methods that, in compliance with the objectives of the course, take into account individual learning methods Agenda 2030 - Sustainable Development Goals Industry, innovation and infrastructure Responbile consumption and production