Marketing (advanced) | Università degli Studi di Milano Statale

A.Y. 2019/2020

Max ECTS

Overall hours

SSD

SECS-P/08

Language

Italian

Included in the following degree programmes

Public and Corporate Communication (Classe LM-59)-Enrolled from 2015/2016 to 2018/2019 Academic Year

Public and Corporate Communication (Classe LM-59)-Enrolled from 2019/2020 Academic Year

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

Lesson period: Second trimester

Lessons timetable

Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi

Exams calendar

Single course

This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.

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Course syllabus and organization

Single session

Responsible

Pilotti Luciano

Lesson period

Second trimester

Syllabus

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.

Course structure

SECS-P/08 - MANAGEMENT - University credits: 9

Lessons: 60 hours

Professor: Pilotti Luciano