ADVANCED MARKETING

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

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.

In addition to eventual propaedeutic exams of the study plan, 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.
- sustainable consumer behavior
- green marketing

- Giuseppe Bertoli, Bruno Busacca."Customer Value". EGEA.

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

Written exam consisting of multiple choice questions.

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

Lectures, exercise sessions, workgroups.

Italian

written

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