Menù principale
B031664 - Advanced Marketing
Main information
Teaching Language
Course Content
Suggested readings
Learning Objectives
Prerequisites
Teaching Methods
Type of Assessment
Course program
Sustainable Development Goals 2030
Academic Year 2023-24
Course year
Second year - First Semester
Belonging Department
Architecture (DIDA)
Course Type
Single education field course
Scientific Area
SECS-P/08 - MANAGEMENT
Credits
6
Teaching Hours
48
Teaching Term
18/09/2023 ⇒ 15/12/2023
Attendance required
No
Type of Evaluation
Final Grade
Course Content
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Course program
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Lectureship
Teaching Language
Lectures are held in Italian and - seldom- in English. Handouts, readings and textbook are in English and Italian
Course Content
The course analyzes: The specifics of service marketing management; B2B Marketing; Global Markets and International Marketing; Digital Marketing and Interactive Marketing; Product innovation management; Luxury and Fashion Target; Customer Care & CRM.
Suggested readings (Search our library's catalogue)
- Kerin, Hartley, "Advanced Marketing" McGraw-Hill, 2023, forthcoming.
- Chaffey, Smith, "Digital Marketing Excellence" Routledge 6th edition 2022)
- Chaffey, Smith, "Digital Marketing Excellence" Routledge 6th edition 2022)
Learning Objectives
The course has as its main objective the acquisition by students of advanced knowledge relating to the management of specialized areas of Marketing. Examples, exercises and case studies will allow the skills and knowledge acquired to be made concrete and operational.
Prerequisites
Basic knowledge of Marketing
Teaching Methods
The course will be delivered through weekly lessons throughout the semester which will address Advanced Marketing theories and practices. Students will be exposed to seminars and classroom activities, including presentations, case study analyzes and discussion exercises. The course will be supported by content placed in the Moodle environment.
Type of Assessment
Attending students:
- in class Presentation of group work
- Written exam on the program and on individual work
Not attending
Written exam on all Kerin Hartley and all Chaffey, Smith
- in class Presentation of group work
- Written exam on the program and on individual work
Not attending
Written exam on all Kerin Hartley and all Chaffey, Smith
Course program
Attending students:
- All Kerin Hartley except: Chapter 1; Chapter 2; Chapter 3
- Personal Work on Chaffey, Smith (each student is assigned a chapter on which to make the slides)
- Group work: Mktg plan on a topic assigned by the Teacher
- Slides presented in class by the teacher
Not attending:
- All Kerin Hartley
- All Chaffey, Smith
- All Kerin Hartley except: Chapter 1; Chapter 2; Chapter 3
- Personal Work on Chaffey, Smith (each student is assigned a chapter on which to make the slides)
- Group work: Mktg plan on a topic assigned by the Teacher
- Slides presented in class by the teacher
Not attending:
- All Kerin Hartley
- All Chaffey, Smith
Sustainable Development Goals 2030
3; 8; 9; 11; 12