Advanced marketing for goods and services (2016/2017)

Course code
Marta Maria Ugolini
Academic sector
Language of instruction
Teaching is organised as follows:
Activity Credits Period Academic staff Timetable
Parte 1 3 I SEMESTRE Marta Maria Ugolini
Parte 2 6 I SEMESTRE Nicola Cobelli

Lesson timetable

Activity Day Time Type Place Note
Parte 1 Monday 4:50 PM - 7:20 PM lesson Lecture Hall 2.6 from Oct 3, 2016  to Nov 5, 2016
Parte 1 Thursday 4:50 PM - 7:20 PM lesson Lecture Hall T.6 from Oct 3, 2016  to Nov 5, 2016
Parte 2 Monday 4:50 PM - 7:20 PM lesson Lecture Hall 2.6 from Nov 6, 2016  to Jan 21, 2017
Parte 2 Thursday 4:50 PM - 7:20 PM lesson Lecture Hall T.6 from Nov 6, 2016  to Jan 21, 2017

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.