KNOWLEDGE & MARKETING MANAGEMENT | Università degli studi di Bergamo


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Jane Elizabeth KLOBAS
Jari Tapani SALO

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Didattica Convenzionale
Primo Semestre
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Basic knowledge of Marketing and Business Management

Educational goals

The objectives of Knowledge and Marketing Management are three-fold:

1.the first part of the course is about Knowledge Management and it will provide students the content and skills necessary to strategically manage individual, group and organizational knowledge assets.

2. the second part of Marketing Management students will learn the concept of advanced marketing decision making tools (i.e. C-SWOT matrix, marketing scenarios and branding architecture). The students will develop specific skills to take better decision in marketing, based on data and a diffuse knowledge in organizations.

3. the third part of the course will provide the main guidelines to develop some digital strategies, according to different businesses (manufacturer, services and digital companies). Accordingly, the course will revise the main digital marketing activities that managers have to develop: offerings, channel distribution, pricing and communication, with a special focus on social media.

In general the course, thanks to interactivity and team works, will develop:
- students’ essential knowledge, attitude and skills to work in managerial roles
- students’ ability to take decision in different contexts and contingencies
- personal skills and attitudes related to conflict management, listening, team building and management, assertiveness and leadership
- change management, learning innovation and crisis management attitudes

Course content

This course is divided in three main areas: 1. Knowlege Management (Prof. Jane Klobas); 2. Marketing Management (Prof. Brooks Gekler); 3. Digital Marketing (Prof. Daniela Andreini).

1. Knowledge Management contents regard:
- the interpretation and understanding of the concept of knowledge management in terms of current business practices and technologies;
- the analysis of knowledge processes within an organization in terms of organizational performance and development;
- the identification of approaches that organizations may take to make a significant contribution to an organization’s knowledge processes, and explain the issues involved;
- the analysis of practical situations and preparing and presenting recommendations for enhancement of knowledge management.

2. Marketing Management content regards:
- the strategic role of marketing and develop the ability to define and analyze the marketing problems dealt by managers
- the interpretation and implementation of quantitative diagnostic tools and techniques for the marketing decision making process
- the interpretation and implementation of qualitative frameworks and techniques for the marketing decision making process
- the analysis of practical situations and preparing and presenting recommendations for enhancement of knowledge management.

3. Digital Marketing aims at developing students’ ability to understand:
- the strategic role of digital marketing in multiple industries
- the web 2.0 customers
- the interpretation and implementation of a digital marketing plan
- the analysis of practical situations and preparing and presenting recommendations for a better digital strategy.

Textbooks and reading lists

Non-attending students have to prepare the following texts:

Knowledge Management - Prof. Jane Klobas
Hislop, D. (2013). Knowledge management in organizations: A critical introduction (3rd ed.). Oxford: Oxford University Press. Chapters 1-4, 7-11, 13, 16
Marketing Management: A Decision-Focused Approach- Prof. Salo

Walker, O. C., Mullins, J. W., Boyd, H. W., & Larreche, J. L. (2014). Marketing strategy: A decision-focused apporach. McGraw-Hill Education.
Digital Marketing - Prof. Andreini

Dave Chaffey, Fiona Ellis-Chadwick “Digital marketing: strategy, implementation and practice” ( 217)– Chapter 1; Chapter 4; Chapter 5; Chapter 6; Chapter7;Chapter 10

Teaching methods

This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students’ cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments.

Students are required to:
- Attend at least 75% of the classes in order to participate actively in the work group and business testimonials, in order to put into practice the knowledge acquired
- participate actively in class case discussions, general discussions in order to develop the collective learning process
- read papers in advance and contribute to the discussion at the end of students’ presentation;
- write case study reports in groups and deliver for reviews to activate the skills related to the topics

The first two parts of the course will be taught by the following Visiting Professors:
- Prof. Jane Elizabeth Klobas -University of Western Australia
- Prof. Brooks Gleker - University of Washington

Assessment and Evaluation

For attendee students the grade will be composed by 8 assignments (individual and group assignments). Each assignment will have a different weight from 0 to 100 and students will receive a grade from 0 to 32 (30 with lode) for each assignment. The final grade will be a weighted average of assignment grades. For attendee students the grades will be send by email one week after the course. Students can accept or refuse the exam grades. In case of refusal, students will have to pass an exam as non-attendee students.
For non-attendee the exam will be written and based on course texts. The exam will be composed by two open-ended questions (from 0 to 20 points) and one case study to solve (from 0 to 12 points).For non-attendee students, the grades will be sent by email within three week from the day of the exam. Students can accept or refuse the exam grade.