Portale di Ateneo - En.Unibs.it

Attention: The course is taught in italian.

After having analyzed the evolutionary trends in demand and competition and their implications for marketing strategies, the course covers the following topics:
- marketing’s contribution to the firm’s value creation;
- analysis for the development of the market, the market share and firm profitability;
- analysis of the value perceived by customers in the firm's offer;
- measurement of the value generated for customers and by customers;
- processes associated to the management of customer satisfaction (segmentation, positioning, innovation and communication);
- customer loyalty.
- digital marketing.