SOI-018 Go to market

Instructor Andrea Bolner
Modality In presence
Duration 6 hours
Period Second semester

06/05/2024 at 19:00-21:00
13/05/2024 at 19:00-21:00
22/05/2024 at 19:00-21:00

Details Course Code: SOI-018

Course objectives

The didactic module deals with the topic of marketing. The goal is to learn the concepts related to the concept of market and marketing and the useful tools to set up the business marketing strategy, a fundamental step before working on the marketing of the company. The module will also address the topic of Business Analytics to support marketing decisions. The module includes the analysis of real cases and practical exercises in order to identify the best performing marketing strategy according to the company reality and market objectives.

Content summary

  • Address the market effectively
  • Identify the consumer’s need
  • Market segmentation
  • Structuring the marketing-oriented enterprise
  • Marketing levers
  • Evolution from Marketing 1.0 to Marketing 5.0
  • Customer satisfaction
  • Continuous improvement

Teaching methods

  • Lectures
  • Practical exercises
  • Teamwork


  • Philip Kotler, Principi di Marketing, 2009, Walter Giorgio Scott
  • Bruno Busacca e Giuseppe Bertoli, Valore per il cliente, soddisfazione, fedeltà. Il contributo del marketing al valore dell’impresa,2008, EGEA
  • Philip Kotler, Hermawan Kartajaya, Iwan Setiawan Marketing 4.0, 2017 Hoepli Editore spa