1. Advanced Marketing a.a. 2014-15 / 10 CFU / 70 hours
Introduction
Prof. Silvia Rita Sedita

2. Target
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.

3. Objective The aim of the course is
to extend knowledge and understanding beyond that covered in introductory marketing theory
to develop improved skills to apply this understanding to practical and challenging market scenarios.

4. Learning goals
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
compare metrics that are used to measure marketing communication strategies

5. Contents An introduction to the value driven marketing
How to fill a business model canvas
International marketing strategies
Unconventional marketing strategies
Social media marketing: tools and applications
Marketing metrics
Case studies

6. Textbooks also available as e-books
Marketing 3.0: From Products to Customers to the Human Spirit
Kotler P., Kartajaya H., Setiawan I.
Wiley & Sons 2010
(attendees and non attendees)
Business model generation
Alexander Osterwalder & Yves Pigneur Wiley & Sons 2010
Visit also the Business Model Hub at

7. Why these texts?
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.
Hermawan Kartajaya is the founder and CEO of MarkPlus, Inc., and is one of the “50 Gurus Who Have Shaped the Future of Marketing,” according to the Chartered Institute of Marketing, United Kingdom. 
Iwan Setiawan (Kellogg School of Management 2010) is a senior consultant at MarkPlus, Inc.

8. The business model canvas Diffusion
The Business Model Canvas methodology is used by tens of thousands of businesses — big and small — around the world.
“The Business Model Canvas is now taught to every fulltime MBA student at our school. It has become the standard for describing and designing business models.” Henry Chesbrough, Haas School of Business, UC Berkeley

9. The business model canvas Diffusion
The Business Model Canvas methodology is used by tens of thousands of businesses — big and small — around the world.
“The Business Model Canvas is now taught to every fulltime MBA student at our school. It has become the standard for describing and designing business models.” Henry Chesbrough, Haas School of Business, UC Berkeley

10. 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.

11. Course overview Type of hours Who? Credits Hours of teaching Hours
Individual study
Practice (Lab)
Cristiano Nordio
2.0 14
36.0
Lecture
Silvia Rita Sedita
8.0 56
144.0
Day
Where?
When?
Wednesday
Room 34
14,30 – 16,00
Thursday
Room 14 (computer r. 2# from November)
Friday
12,30 – 14,30
The course spans approximately from the 1° of October to 18 of December

12. The Lab
Increase your ability to find the right marketing tool in order to create value for your customers/clients
Using the business model canvas
Every Thursday starting from the 6th of November the class will move in the computer room, 2° floor
Cristiano Nordio will lead you through a fascinating lab were applying the concepts acquired during the theoretical part of the course

13. Blog
The blog is oriented to extend classroom conversations to a broader audience. It allows students to interact with me, each other and other readers.
Don’t miss the opportunity to participate in a stimulating on line interaction environment and to share your ideas on the topics faced during the lectures and beyond.
Slides and documents will be uploaded on the blog on a weekly base.
A forum is open to students for general discussion
Especially created for attendees is available also for non attendees.

15. Examination methods - Attendees
Activity
When?
Evaluation
1) Blogging activity
During the course
1-3 (low, medium, high)
individual level
2) Lab activity
group level
3) 3 group homework to be performed in due course
4) Special final written examination composed of true-false, multiple-choice and short answer questions.
End of the course
Grades are on a scale of 30
For official dates, please register on:

16. Examination methods - Attendees
Activity
Evaluation
Scores
1) Blogging activity
1-3 (low, medium, high)
individual level
1= 0,33
2= 0,66
3= 1
This score will be added to final written examination grade
2) Lab activity
group level
3) 3 group homeworks to be performed in due course
4) Special final written examination
Grades are on a scale of 30
Final examination grade: 27
Blogging activity: 3
Lab activity: 1
Group homerwork: 2
27+ 1+
0,33+
0,66=
Example 29
Final mark

17. Examination methods – Non attendees
Written examination composed of true-false, multiple-choice and short answer questions.
Evaluation is based on the reading and comprehension of the two text-books.
Please register on

18. Contacts On request, mainly at the DSEA
Please send me an for date and location
My office is located at DSEA, Cà Borin Nord, via del Santo 22, 2nd floor.
Web:
Blog:

19. Do we really need a course of advanced marketing?

20. Think about!

21. Key issues for marketers
Internet
Social network
Blog
E-commerce
Globalization
International trade
FDI (foreign direct investments)
Global outsourcing, global supply chain
Re-shoring
Sustainability
Green technologies
Corporate social responsibility
Consumers
Community
Prosumer
Co-creation
Innovation
Open innovation
Lead users
Crowdsourcing