First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Economics and Political Science
BUSINESS ADMINISTRATION
Course unit
ADVANCED MARKETING
EPP7081317, A.A. 2019/20

Information concerning the students who enrolled in A.Y. 2018/19

Information on the course unit
Degree course Second cycle degree in
BUSINESS ADMINISTRATION
EP2423, Degree course structure A.Y. 2017/18, A.Y. 2019/20
N0
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Degree course track MANAGEMENT [002PD]
Number of ECTS credits allocated 9.0
Type of assessment Mark
Course unit English denomination ADVANCED MARKETING
Department of reference Department of Economics and Management
E-Learning website https://elearning.unipd.it/economia/course/view.php?idnumber=2019-EP2423-002PD-2018-EPP7081317-N0
Mandatory attendance No
Language of instruction English
Branch PADOVA
Single Course unit The Course unit CANNOT be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit

Lecturers
Teacher in charge SILVIA RITA SEDITA SECS-P/08

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses SECS-P/08 Corporate Finance 9.0

Course unit organization
Period First semester
Year 2nd Year
Teaching method frontal

Type of hours Credits Teaching
hours
Hours of
Individual study
Shifts
Lecture 9.0 63 162.0 No turn

Calendar
Start of activities 23/09/2019
End of activities 18/01/2020
Show course schedule 2019/20 Reg.2017 course timetable

Syllabus
Prerequisites: This course is designed for graduates who seek to expand their knowledge of advanced marketing concepts and theories. The programme is designed for those who embrace peer-to-peer collaboration and thrive in environments that demand active participation. Students are challenged in various ways from day one. Creative thinking, self-reflection and innovation are central aspects of the experience.
Target skills and knowledge: The aim of the course is to extend knowledge and understanding beyond that covered in introductory marketing theory, and to develop improved skills to apply this understanding to practical and challenging market scenarios.

The learning goals are to:

- investigate and evaluate contemporary thinking, theory advances and practices in marketing, including international, unconventional and social media marketing
- construct media management strategies through the analysis of media consumption and engagement behaviours
Examination methods: Written examination composed of true-false, multiple-choice and short answer questions.
Assessment criteria: Attendees:
Assessment of performance includes group take home assignments and a written examination. Tested material blends a mix of theory and practice, covering seminal academic work to current affairs.

Not attendees:
Assessment of performance is based on written examination oriented to acknolwedge the full comprehension of the textbooks.
Course unit contents: - An introduction to the value driven marketing
- Doing marketing research today
- International marketing strategies
- The frontiers of markets segmentation
- Brand positioning and brand equity
- Unconventional marketing strategies
- Social media marketing: tools and applications
- Product development
- Case studies
Planned learning activities and 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.
Additional notes about suggested reading: Additional materials will be provided in due course. Activities, information, news and materials will be available to students on line on the course blog: https://advancedmarketingunipd.wordpress.com/
Textbooks (and optional supplementary readings)
  • Kotler P., Keller K.L., Marketing Management Global Edition 15e. Harlow, Essex: Pearson, 2016. Cerca nel catalogo
  • Dave Chaffey and PR Smith, Emarketing Excellence: Planning and Optimizing your Digital Marketing. Abingdon, Oxon: Routledge, 2013.

Innovative teaching methods: Teaching and learning strategies
  • Lecturing
  • Case study
  • Interactive lecturing
  • Working in group
  • Auto correcting quizzes or tests for periodic feedback or exams
  • Active quizzes for Concept Verification Tests and class discussions
  • Use of online videos
  • Loading of files and pages (web pages, Moodle, ...)

Innovative teaching methods: Software or applications used
  • Top Hat (active quiz, quiz)

Sustainable Development Goals (SDGs)
Industry, Innovation and Infrastructure Responsible Consumption and Production