Advanced Marketinga.a. 2019-20 / 9 CFU / 63 hours

Introduction

Prof. Silvia Rita Seditasilvia.sedita@unipd.it

https://youtu.be/ThHeqEUsNh8

Course description 1/2

• My course is called Advanced Marketing. It is about applying basic knowledge of marketing to complex environment, dominated by constant changes in consumer behaviours and technology.

• Students will be challenged to solve problems firms may face when trying to tap into the right market and setting the appropriate means of communication.

Course description 2/2

• The course is learner centred and stimulates interaction between participants and collective reflection.

• At the end of the course students will be able to set marketing plans for companies whose target is to increase their brand awareness and sharp their market position against the competitors.

Contents

• Analyzing social networks from the perspective of marketing decisions

• Big data and social network analysis• An introduction to SNA tools (UCINET)• Social media listening (Pasqualetto)• Survey data analysis• An introduction to web scraping (CULTR) • Relationship marketing theory and practice

(Crisafulli)• Case studies (Twitter data, Ashoka data, Selling the circularity…)

Textbook

Marketing Management, 15e

Kotler P., Keller K.L

Pearson 2016

(non attending students)

Why this text?

Philip Kotler, the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, is also widely regarded as the Father of Modern Marketing. He is ranked by the Wall Street Journal as one of the top six most influential business thinkers.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics. -

http://www.pearsonhighered.com/educator/product/Marketing-Management-15E/9780133856460.page#sthash.wBVhzrlh.dpuf

Attending students

• In order to pass the exam students need to study:

– Slides

– Lecture notes (taken by students)

– Additional materials given by the lecturers (professor and invited speakers)

Blog

• http://advancedmarketingunipd.wordpress.com/

• The blog is oriented to extend classroom conversations to a broader audience. It allows students to interact with me, each other and other readers.

• Slides and documents will be uploaded on the blog

• Especially created for attending students, it is alsoavailable for non attending.

• Password: «knowmore»

Teaching methods

• Classes are conducted in an informal learning atmosphere where knowledge and understanding are formed through input from experts and joint reflection.

• There is a mix of teaching styles, including lectures, guest speakers, case studies, immersive experiences and group work.

• Everything can be questioned in the quest for new insight and students are encouraged to find ways to make the course content personally relevant.

Course overview

Type of hours Who? CreditsHours ofteaching

Lecture Silvia Rita Sedita 7.0 49

Guest speaker Tamane Ozeki 0.0 6

Guest speaker Serena Pasqualetto 0.0 4

Lecture Benedetta Crisafulli 2.0 14

Day Where? When?

Monday Room 32 – via Bassi 1 12,30 – 14,30

Tuesday Room 14 – via Bassi 1 12,30 – 14,30

Wednesday Room 32 – via Bassi 1 12,30 – 14,30

It is a 3 months course

Examination methods - ASActivity When? Scores

1 groupwork to be presented at the end of the course- Multimedia presentation- Written report

Assignment:07.10.19Final Presentation:18.12.19

Scores: 3-9*group level

1 written examination composed of true-false, multiple-choice and short answer questions.

During the regular exam sessions

Max score: 24 - Min score: 15individual level

The test will be 30 minutes long

For official dates and registration: www.uniweb.unipd.it

Final grade=groupwork score* + written exam score*groupwork scores will be given by the company representatives

Examination methods – NA

• Written examination composed of true-false, multiple-choice and short answer questions.

• Evaluation is based on the reading and comprehension of the text-book.

• Please register on– www.uniweb.unipd.it

Groupworks rules

• Once you are in a group you cannot change or create a subgroup of an existing group

• Groups formed only by erasmus students are discouraged

Contacts• Office hours by appointment

• Please send me an e-mail for date and location

• My office is located at DSEA, Cà Borin Nord, via del Santo 22, 2nd floor.

• E-mail:

– silvia.sedita@unipd.it

• Blog:http://advancedmarketingunipd.wordpress.com/

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