West Brom's busy week of pre-season fixtures ended with a 1-0 defeat at the hands of Genoa, thanks to a 70th-minute deflected strike from Francesco Lodi, settling a tightly-contested encounter at New Bucks Head.
Home to Conference North side AFC Telford, the Baggies fielded a much-changed side against their Italian opponents, in what was their third friendly in six days, following victories over Derby County and Atromitos earlier this week.
Steve Clarke's side started the brightest, with Markus Rosenberg whipping in a tantalising eighth-minute cross, which just evaded the foot of academy graduate Kemar Roofe at the back post.
With both teams cancelling each other out, the next clear-cut chance didn't come until the 33rd minute, when Genoa's Andrea Bertolacci spurned what looked an easy opportunity following Alberto Santana's clever centre.
In the final minute of the first-half, midfielder Juraj Kucka fired a 25-yard rocket, which was brilliantly saved by young goalkeeper Luke Daniels in the West Brom goal.
A host of changes at the interval led to a sloppy start to the second-half by the Premier League side, with Roofe giving away possession which led to another chance for Genoa midfielder Kucka, however he wasted another chance at goal.
Substitute Graham Dorrans was denied with a couple of long-range efforts by opposition goalkeeper Mattia Perin, before Roofe got in on the act, only to see his left-footed strike from 20-yards also gathered up by the Genoa stopper.
At the other end, Santana saw half-volley inside the box fly just past the post, and the Lodi broke the deadlock with 20 minutes remaining, his low drive after a half-cleared corner taking a wicked deflection off Shane Long to wrong-foot Daniels in the Baggies goal.
West Brom: (4-3-3): L Daniels; Tamas (Jones HT), McAuley (Dawson HT), Olsson, Popov (Ridgwell HT); Yacob, Mulumbu (Brunt HT), Dorrans (A Nabi 66); Roofe (Atkinson 76), Anelka (Birch 66), Rosenberg (Long HT). Subs not used: Myhill (gk).
Genoa: (4-2-3-1): Perin (Donnarumma 84); Sampirisi, Portanova, Manfredini (Granqvist 79), Antonelli; Lodi (Strasser 72), Cofie; Bertolacci (Velocci 88), Kucka (Biondini 66), Santana (Ventre 80); Gilardino. Subs not used: Zima, De Maio, Rafati, Simic, Jara, Blaze.