Portale di Ateneo - En.Unibs.it

The course is ideally divided into four parts.

- The first part focuses on the enhancement of a firm’s net marketing contribution, highlighting how they are strongly linked to the company's ability to provide a superior value to its customers.
- In the second part, after having clarified the centrality of the customer value, the main areas of analysis of the cognitive processes underlying the purchase and consumption choices are examined.
- The third part of the course deals with the topic of measuring value for the customer: through numerous applications, the main theoretical and managerial measurement approaches are illustrated.
- In the last part of the course, adopting the virtuous cycle of the customer-based view, the focus is on customer satisfaction and customer relationship management.

The main topics of the course are the following:

- The contribution of marketing to the creation of corporate value.
- The strategies for developing market demand, market share and profitability.
- The analysis of customer value.
- The measurement of customer value.
- The link between customer value and customer satisfaction.
- The strategies for increasing customer satisfaction.
- The links between customer satisfaction, customer loyalty and customer equity.