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.

AIMS AND LEARNING OUTCOMES

Specifically, the course aims to:

- outline and gain an understanding of the evolving trends in marketing, particularly related to the digital environment;

- gain specialized knowledge on new approaches to the formulation of marketing strategies;

- make students understand the central concept of customer value and develop appropriate methodologies and tools for analyzing and measuring customer value as a guiding element of marketing policies;

- make students develop ditgital marketing skills;

- develop skills in teamwork, critical evaluation of texts, problem-solving, and public speaking.

Learning Outcomes.

- Knowledge and Understanding: Students will acquire adequate knowledge and effective ability to understand the evolving trends in marketing and the issues that businesses face in response to changing markets and demand, with particular reference to digital meida and social media.

- Ability to apply knowledge and understanding: Students will be able to apply the acquired knowledge in solving problems related to markets and customers, in contexts of complexity and technological evolution such as the current one. 

- Autonomy of judgment: Students will know how to use both conceptually and operationally the knowledge they have acquired with autonomous evaluation skills and ability in different application contexts.

- Communication skills: Students will acquire the technical language typical of the discipline to communicate clearly and unambiguously with specialist and nonspecialist interlocutors.

- Learning skills: Students will develop adequate learning skills that will enable them to continue to independently explore the main topics of the discipline especially in the work contexts in which they will be working. Students will also know how to manage their social interactions with a cooperative attitude and constructive communication.

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.

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 Prof. Serena Scotto (scotto@economia.unige.it), the Department’s disability liaison.

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

The course is taught in the second semester, following the calendar and schedule defined by the department od economics and business studies (DIEC).

Schedule and classrooms are available at:Web Agenda | Università degli Studi di Genova (unige.it)

Class schedule

MARKETING MANAGEMENT AND DIGITAL

EXAMS

EXAM DESCRIPTION

For incoming students that follow the Italian syllabus, please refer to the Italian exam description.

For incoming students that follow the English syllabus, the exam is written, with four open-ended questions on the agreed syllabus.

ASSESSMENT METHODS

For incoming students that follow the Italian syllabus, please refer to the Italian assesment methods.

The evaluation of the written exam is done by assigning a value between 18 and 30 for each question and making successively an overall average. The evaluation takes into account the level of knowledge of the topics, the ability to connect the different topics, the correct use of technical terminology, and the ability to comment and/or provide examples that demonstrate to know the studied theoretical tools.

Exam schedule