OVERVIEW

The course is an advanced course of marketing, focused on digital instruments and artificial intelligence.

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 digital marketing, social media marketing and the use of artificial intelligence in marketing activities.

The lectures are held in Italian.

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). 

AIMS AND CONTENT

LEARNING OUTCOMES

The course will provide concepts and techniques useful in order to make advanced marketing decisions, in particular in a digital environment. The course is focused on the process of creation of customer value and on the analysis of the principal methodologies and models for marketing planning and the measurement of marketing results, with a focus on digital instruments and artificial intelligence.

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 and the emerging of artificial intelligence;

- 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 digital marketing skills;

- stimulate knowledge of artificial intelligence applications in marketing processes (with reference to market research, segmentation, targeting and positioning strategies);

- increase the ability to critically evaluate the ethical, psychological and social implications of AI adoption in marketing;

- provide knowledge on how to integrate AI tools and logic into the strategic marketing planning process.

- 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 media,social media and artificial intelligence; the process of creating and measuring customer value and the influence of digital tools, social media and artificial intelligence.

- 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. They will also be able to address and solve tasks in the marketing function using in particular the digital and artificial intelligence-related skills they have acquired. Through solving exercises and cases, they will know how to face and solve tasks - related to the marketing function - that will be assigned to them in the working world

- 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 with certification of disability, specific learning disorders (DSA), or special educational needs should contact, at the beginning of the course, both the instructor and the Department's disability liaison, Prof. Serena Scotto (scotto@economia.unige.it), to agree on teaching and exam arrangements that, while respecting the objectives of the teaching unit, take into account individual learning methods and allow the use of any compensatory tools.

SYLLABUS/CONTENT

Italian syllabus

The course (for attending students) explores different but complementary topics embedded within the customer value creation process:

1. Main evolutionary trends in marketing and its applications;

2. Ongoing changes in consumption patterns (the postmodern consumer, consumer tribes);

3. The potential of Web 2.0, social networks and artificial intelligence;

4. Marketing, customer value creation processes and their connection with relationship management (relationship marketing and basics of customer relationship management);

5. The evolution of value communication: digital communication tools and the digital funnel;

6. Methodologies and models for planning marketing activities and quantifying and measuring objectives and results (marketing metrics), with a focus on digital-related metrics;

7. Applications of artificial intelligence in marketing research, strategic marketing planning and marketing mix processes;

8. Personalization and customer engagement enhanced by artificial intelligence;

9. Implications related to the use of artificial intelligence in marketing (e.g., privacy, algorithmic bias, ethics, psychological implications).

English syllabus

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.

- 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., (2024), Social Media Marketing, 4th 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

LESSONS

LESSONS START

The course is taught in the second semester, following the calendar and schedule defined by the Department of Economics and Business Studies (DIEC).

Schedule and classrooms are available on Easyacademy:https://easyacademy.unige.it/portalestudenti/

Class schedule

The timetable for this course is available here: Portale EasyAcademy

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 18/30 and 30/30 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.

FURTHER INFORMATION

The lecturer analyzed and considered the results of the teaching evaluation questionnaires relating to the previous academic year.