The course aims to outline the evolution that the concept of marketing has followed over the years as a result of the gradual adaptation to the changes occurring in the economic and social consumption patterns, technology and, above all, the strategic businesses approach.
Course Prerequisites
No special prerequisites are required. It is suggested the knowledge of fundamentals of Management and Marketing (courses: Economia e Gestione delle Imprese and Marketing)
Teaching Methods
In addition to the more traditional lectures, will be proposed external interventions, in the form of seminars, and working group on marketing topics applied in innovative contexts. This academic year, a series of seminars (for a total of 10 hours) is planned, in which students are invited to explore topics related to technologies applied to marketing.The working group will be carried out together with the tutors and then presented in classroom. The contents and calendar of seminars and the team assignments will be defined at the beginning of the course and made available to students on the course's e-learning page (KIRO). then published on the page of the course on the KIRO platform (e-learning)
Assessment Methods
Oral examination - the exam is aimed at understanding both the knowledge and skills acquired and the ability to critically approach the various topics addressed. Grading scale: (0-30. Honours are possible
During the lessons will be given additional readings to integration.
Contents
- The evolution of the concept of marketing and his new role. - From transactional marketing to relationship marketing. - The dimensions of relationship marketing: the new concept of value for consumers and the creation of value through consumers. - The critical success factors: people, process, technology, knowledge. - Customer loyalty and Corporate Reputation as corporate values. - The Customer Relationship Management as a tool for relation development. - Case studies and examples of best practices.
Course Language
Italian
More information
NOTE: students enrolled in the Inclusive Learning Modalities programme (“Modalità didattiche inclusive) are requested to contact the Professor and the Degree Course Coordinator in order to assess specific needs and define targeted support actions.
