ADVANCED MARKETING

Academic year
2021/2022 Syllabus of previous years
Official course title
MARKETING AVANZATO
Course code
EM6036 (AF:358153 AR:188238)
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
The course integrates the degree program with a detailed overview on the strategies adopted by companies to communicate with the market.
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.
In addition to eventual propaedeutic exams of the study plan, good knowledge of basic marketing is required.
- Basic Marketing Concepts (recap)
- Customer Value and Marketing
- Postmodern Consumers and Unconventional Marketing
- Sustainable Consumer Behavior
- Green marketing
- Doing Marketing Research
- Pietro Lanzini (2018) Responsible citizens and sustainable consumer behavior. Routledge

Suggested readings:
- Giuseppe Bertoli, Bruno Busacca."Customer Value". EGEA.
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 "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development

Goal 9: industry, innovation and infrastructure
Goal 11: sustainable cities and communities
Definitive programme.
Last update of the programme: 10/04/2021