First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Science
Course unit
SCP4063085, A.A. 2019/20

Information concerning the students who enrolled in A.Y. 2019/20

Information on the course unit
Degree course Second cycle degree in
SS1736, Degree course structure A.Y. 2014/15, A.Y. 2019/20
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Number of ECTS credits allocated 9.0
Type of assessment Mark
Course unit English denomination MARKETING (ADVANCED)
Website of the academic structure
Department of reference Department of Statistical Sciences
E-Learning website
Mandatory attendance No
Language of instruction Italian
Single Course unit The Course unit can be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit


ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Educational activities in elective or integrative disciplines SECS-P/08 Corporate Finance 9.0

Course unit organization
Period First semester
Year 1st Year
Teaching method frontal

Type of hours Credits Teaching
Hours of
Individual study
Lecture 9.0 64 161.0 No turn

Start of activities 30/09/2019
End of activities 18/01/2020
Show course schedule 2019/20 Reg.2014 course timetable

Examination board
Board From To Members of the board
6 Commissione a.a.2019/20 01/10/2019 30/09/2020 GRANDINETTI ROBERTO (Presidente)
DE MARCHI VALENTINA (Membro Effettivo)

Prerequisites: Basic knowledge of accounting, strategy, marketing and descriptive statistics acquired in the corresponding teaching courses.
Target skills and knowledge: Knowledge of the following topics: firm strategy, innovation, internationalization, firm growth, inter-organizational relationship management, firm and its location. Developing a case study and related quantitative analyses (using the AIDA data set). Ability to work in a group. Public speaking skills.
Examination methods: a) Individual written test consisting of 15 closed questions related to the topics covered in the course. b) Case study report. This document is the result of a team work. It has to be produced in a Power Point format and as a written report. It is discussed in the classroom before the teacher's evaluation.
Assessment criteria: The mark obtained from the evaluation of the case study (team mark) is weighed with the mark obtained in the individual test.
Course unit contents: Firms, strategies and balance sheet data.
Innovation management.
Knowledge-intensive business services.
Firm internationalization and its forms.
Globalization and global value chains.
Firm growth.
Inter-organizational relationships and competitive advantage.
Enterprise creation.
Industrial districts and their evolution.
Firms in industrial districts.
The data base AIDA.
Planned learning activities and teaching methods: Teacher's lectures.
Case studies presented by entrepreneurs or managers.
Presentation of the case studies developed by the groups, and their discussion.
Working in group.
AIDA laboratory.
Additional notes about suggested reading: Slides presented in class, papers and documents. All this material will be available on the website at the beginning or during the course.
Textbooks (and optional supplementary readings)

Innovative teaching methods: Teaching and learning strategies
  • Laboratory
  • Case study
  • Working in group
  • Problem solving
  • Students peer review