Advanced marketing for goods and services (2014/2015)

Course code
Marta Maria Ugolini
Academic sector
Language of instruction
Teaching is organised as follows:
Activity Credits Period Academic staff Timetable
PARTE I 6 I semestre Nicola Cobelli
PARTE II 3 I semestre Marta Maria Ugolini

Lesson timetable

I semestre
Activity Day Time Type Place Note
PARTE I Monday 11:30 AM - 1:00 PM lesson Lecture Hall 2.5  
PARTE I Thursday 8:30 AM - 10:00 AM lesson Lecture Hall T.7  
PARTE I Friday 11:30 AM - 1:00 PM lesson Lecture Hall T.7  

Learning outcomes

The course aims to
Frame business marketing in the context of different exchange systems, product categories, exchange approaches, decisional subjects and businesses (manufacturing companies, service companies, NPO, ...)
Explanin managerial implications of the main keywords in competition: value, relations, processes, sustainability
Frame marketing central process in its 3 key moments: planning, composition and proposal of a valuable product offering


Business, market and society
The digital revolution
The marketing process between business and the environment.
Market analysis: Analysis of the offer; Demand analysis; Information for marketing decisions.
Value Creation and goal setting: Strategic core business and business portfolio decisions Behavior and segmentation of demand; Competitive strategies; Objectives and metrics.
Definition of the supply system: The offer core: the product and its branding; Distribution choices; Pricing; The role of digital marketing.
Dissemination and value management: corporate and marketing communication; Tools and media; Channel management and trade marketing; Sales management; Management of customer relations.
Marketing management: Marketing plan; Marketing organization; Towards sustainable marketing.
Retail marketing; Service marketing; International market development

Assessment methods and criteria

A written test to assess accurate knowledge and a supplementary oral examination are required.