Program Overview

MARKETING MANAGEMENT

Overview

Marketing is a discipline that supports the company in managing the relationship with the customer, so as to acquire a lasting competitive advantage. In this framework, the course is designed to provide students with an understanding of marketing tools, both in the strategic and operational dimensions, and their applications.

Aims and Content

Learning Outcomes

The aim of this course is to provide the basic concepts on the management of the marketing process, broken down into its most important activities (market segmentation, marketing mix design, etc.).

Aims and Learning Outcomes

Attendance and active participation in lessons, together with individual study, will allow students to:

• Know the marketing process, broken down into its most important activities
• Recognize the characteristics of the markets and identify the most appropriate types of marketing to manage the relationship with the target market
• Conduct a market analysis
• Solve specific operational marketing problems, related to the management of the different components of the marketing mix
• Set up a marketing plan

Teaching Methods

Lectures, exercises, paper discussion, seminars. Students holding valid certificates for disability, specific learning disabilities (SLD), or special educational needs (SEN) may refer to the services, compensatory tools, specific measures, and aids.

Syllabus/Content

• Marketing as a process: main activities
• Analysis of the reference market (macro-segmentation): Abell model, Porter
• Micro segmentation and market opportunities
• Product portfolio analysis tools: BCG model, McKinsey
• Positioning and SWOT
• Marketing mix strategies, objectives and programs (price, product, communication and distribution)
• The new forms of marketing induced by digitalization
• Brand management
• Service Marketing
• Sustainable Marketing

Recommended Reading/Bibliography

Articles available on aula web + Lecture notes + Principles of Marketing by Kotler and Armstrong, Pearson Prentice Hall, latest editions. Chapters mentioned in Lecture notes refer to 14th edition

Teachers and Exam Board

• STEFANIA TESTA

Exam Board

• STEFANIA TESTA (President)
• SILVIA MASSA
• SILVANO CINCOTTI (President Substitute)
• SILVANA FRASCHERI (President Substitute)
• LINDA MADDALENA PONTA (President Substitute)
• MARCO RABERTO (President Substitute)

Lessons

Lessons Start

The timetable for this course is available.

Exams

Exam Description

Written test with possible oral test. Results are published on AulaWeb platform

Assessment Methods

The exam assesses the ability to understand the theories underlying the approaches, methods and tools applicable in the context of marketing as well as the student's ability to reasoning critically.

Exam Schedule

• 10/02/2026 | 11:00 | GENOVA | Scritto
• 03/06/2026 | 10:00 | GENOVA | Scritto
• 17/06/2026 | 10:00 | GENOVA | Scritto
• 17/07/2026 | 12:30 | GENOVA | Scritto
• 10/09/2026 | 10:00 | GENOVA | Scritto

Further Information

Students who have valid certification of physical or learning disabilities on file with the University and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak with the instructor.

For working students and foreign students, the course provides specific benefits. In the first case, personalized projects can be proposed that take into account work needs, while for foreign students, teaching materials in English are provided and the possibility of taking exams in English is offered.

Agenda 2030 - Sustainable Development Goals

• Industry, innovation and infrastructure
• Responsible consumption and production