Academic year
2017/2018 Syllabus of previous years
Official course title
Course code
EM6036 (AF:257594 AR:149198)
On campus classes
ECTS credits
Degree level
Master's Degree Programme (DM270)
Educational sector code
1st Term
Course year
The course deepens the value creation dynamics with the purpose to provide students with the necessary marketing management toolkit. In such a way a more long-term perspective will be developed. Product innovation introduction and competitive dynamics will also be covered to enable students to properly analyze the competitive environment. Alternative marketing approaches will also be taken into consideration. In this way students will further enrich their capacity to better understand and interpret the strategic options within possible market scenarios.
Business administration I

Knowledge required:
Business management & marketing, Economic Policy I, Mathematics I, Statistics I

Good knowledge of basic marketing is required.
- The marketing contribution to the creation of brand equity;
- segmentation, targeting and positioning processes;
- customer loyalty and relationship processes;
- competitive dynamics;
- product innovations and introduction processes;
- the experiential marketing approach;
- the unconventional marketing approach.
Textbooks (attending students):

Giuseppe Bertoli, Bruno Busacca."Customer Value".
The new edition will be available in September.
Further material will be uploaded on ISA.

Textbooks (non-attending students):

1) Giuseppe Bertoli, Bruno Busacca."Customer Value". EGEA.
2) Cova B., Giordano A., Pallera M., Marketing non-convenzionale, Milano, Il Sole24ore, 2012.

written and oral
Attending students: Exam will consist of 4 open questions to choose from a set of 5.

Workgroups will give students the possibility to integrate the final grade.

Non-attending students: Oral exam on the two textbooks
Lectures, exercises, case studies.
Active participation is required.
  • Course with sustainable contents
  • University credits of sustainability: 1
  • Lecture notes, material for reference or for self-assessment available online or as e-book
Last update of the programme: 13/09/2017