ADVANCED MARKETING

Academic year

2022/2023 Syllabus of previous years

Official course title

MARKETING AVANZATO

Course code

EM6036 (AF:386085 AR:213488)

Modality

On campus classes

ECTS credits

6

Degree level

Master's Degree Programme (DM270)

Educational sector code

SECS-P/08

Period

1st Term

Course year

1

Moodle

Go to Moodle page

Contribution of the course to the overall degree programme goals

The course integrates the degree program with a detailed overview on the strategies adopted by companies to gain insights on and communicate with the market.

Expected learning outcomes

The course deepens value creation dynamics with the purpose of providing students with the necessary marketing management toolkit, in a long-term perspective. Particular attention is paid to the new marketing perspectives (Unconventional Marketing) and to the new paradigms of Sustainability and Digitization, to make students ready to understand the dynamics of tomorrow that will impact pervasively the company system in general and marketing strategies in particular.

Pre-requirements

In addition to eventual propaedeutic exams of the study plan, good knowledge of basic marketing is required.

Contents

- Basic Marketing Concepts (recap)
- Customer Value and Marketing (non attending students)
- Postmodern Consumers and Unconventional Marketing
- Sustainable Consumer Behavior
- Lab activities: Doing Marketing Research

Referral texts

Attending:
- Pietro Lanzini (2018) Responsible citizens and sustainable consumer behavior. Routledge

Non Attending:
- Giuseppe Bertoli, Bruno Busacca."Customer Value". EGEA (3rd ed.)

Assessment methods

Attending: Written exam consisting of multiple choice questions (Lanzini 2018), with Workgroups giving students the possibility to integrate the final grade.

Non attending: Written exam consisting of multiple choice questions (Bertoli, Busacca)

Teaching methods

Lectures, exercise sessions, workgroups.

Teaching language

Italian

Type of exam

written

2030 Agenda for Sustainable Development Goals

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development

Definitive programme.

Last update of the programme: 16/05/2022