Advanced marketing for goods and services (2017/2018)

Course code
Name of lecturer
Alessandro Bigi
Alessandro Bigi
Number of ECTS credits allocated
Academic sector
Language of instruction
Semester 1 dal Oct 2, 2017 al Jan 20, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course has the aim to give the students useful tools and competencies to manage marketing processes for goods and services both in B2B and B2C activities.
Using an interactive approach, students will identify the main theories to apply in the definition of a marketing plan, studying both theoretical and practical aspects of marketing and facing the challenges of today's world.

In addition to the theoretical aspects, the course will teach a methodological approach to strategic and operational marketing, identifying the information needed to start a correct decisional process and the steps to reach the marketing targets identified.


- Definitions of Marketing and the role of customer
- Marketing process and marketing plan
- The marketing plan, from its definition to its implementation
- Value as measure of company performance
- Marketing of goods and services; principal aspects and differences
- Market analysis and the strategic alternatives
--- Demand Analysis
--- Supply Analysis
--- Consumer analysis
--- Market dynamics
- Supply
--- Company and Brand identity
--- The vision, the mission, the values
--- Critical Success Factors
--- Market approach: product oriented or customer oriented
- Communication: the user and the value
- User-generated content and digital communication

Reference books
Author Title Publisher Year ISBN Note
Busacca B. Bertoli G. Customer value (Edizione 3) Egea 2017 Testo Addizionale
Mattiacci A. Pastore A. Marketing. Il management orientato al mercato. Hoepli 2014 9788820357061 Testo d'esame
Luigi Pirandello Uno, nessuno e centomila Giunti 2007 9788844034054 Testo addizionale. Non richiesto all'esame.

Assessment methods and criteria

The exam is divided into a written test and an oral one for those who got a +18 mark in the written test.

The material for attendees has been illustrated during the course and consists as well the chapters to study.
Other students have to study the entire book "Marketing. Il management orientato al mercato. Mattiacci, Pastore"