Marketing (advanced)

A.Y. 2020/2021
Overall hours
Learning objectives
The main aim of the course is to provide students of basic competences and knowledges of the market functions according to the logic of analysis and configuration of companies strategies suitable to deal with competition in cooperative forms among the multiple internal and external stakeholders, integrating tangible and intangible resources.
Expected learning outcomes
The expected results of the training process are primarily related to the development of appropriate skills to analyse the dynamics and structure of markets in impacts between digital and off-line channels. Secondly, they refer to the implementation of experimental strategies assessment skills with such-quantitative methods following both case studies and approaches such as network analysis
Course syllabus and organization

Single session

Lesson period
Second trimester
Teaching methods
at the current state of the University and course information, the lessons will be held on the Microsoft Teams platform and the user will be followed both in syncronous time based on the second quarter programm and possibly also asynchronously if technology will be available about recording and left available to students on the same platform.
Program and reference material
The program and the reference material will not change.
Verification of learning and evaluation criteria
The exam will take place in writing using the Google Form or Microsoft Teams platform or other ones that will be communicated, including for example Zoom able to verify identity and position of the student during of exam.
In particular, it will be aimed at:
- ensure the achievement of objectives in terms of knowledge and understanding of the main basic concepts;
- ascertain the ability to apply knowledge and understanding through the discussion of cases relating to specific companies;
- verify the student's autonomy of judgment also through the application of company cases during the course;
- ascertain the mastery of the specific language which includes the economic functioning of companies and the ability to exhibit
topics in a clear and orderly way and with the necessary interconnections.
If the regulations concerning social distancing will permit, some discussion activities will be held in attendance approximately every 3 weeks
Course syllabus
In the first part of the course we develop some conceptual categories of analysis of networking oriented to define diffusion of knowledge and information and role of ICT in digital society.In the second part we analyse the connections between network logic, Internet and World Wide Web. In particular we describe trasformations of social media trajectories in modern society and advantages for companies and customers. We consider relevance of profilation of client to enlarge digital marketing for future society. Changes- along with the digital value chain - that are changing the concepts of positioning, segmentation and branding as well as those of strategy and competition in the context of globalization and trans-nationalization processes.
Prerequisites for admission
It is suggested an attending course of micro-economy or industrial organization, or a course of management
Teaching methods
Interactive classroom with work group and final presentation for attending students with a total evalutaion for the scoring
Teaching Resources
Suggested book and slides of lessons completely edited on the course site
Assessment methods and Criteria
Exam written with multiple choice method. Attending students with two intermediate test and work group about case studies for final scoring.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professor: Pilotti Luciano
Thursday 11-12,30 am and 15-16 pm
via conservatorio, 7 - Office 2nd floor - room 20