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Knowledge of basic Business Management and Marketing concepts is required.
The course is focused on the key marketing processes of the firm. These processes are analyzed by using a conceptual framework that clarifies how the value generated for customers is linked to the stock of the firm's market-based assets and to shareholders value. Such approach also emphasizes the main interrelations between marketing and the other functions (R&D, production, finance, and so on) in modern organizations, favouring a full understanding of the role that market orientation plays in firm development
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.
Attending students: B. Busacca e G. Bertoli, Customer Value, Milano, Egea, II ed., 2012. Non-attenting students: B. Busacca e G. Bertoli, Customer Value, Mlano, Egea, II ed., 2012 - V. Cosenza, Social Media Marketing, Milano, Apogeo, II ed., 2014
The course is based on the active partecipation by the students, in classe and in the project work. The course includes traditional lectures, supplemented by some testimonials by entrepreneurs and / or managers of companies operating internationally.
For attending students: The evaluation involves different activities: A group project (instructions provided in class); A final written exam with two open question . For non-attending students: Written exam. For attending students Grades will be computed as follows: 1. Written examination: 70% of the overall grade. 2. Final group project: 30% of the overall grade. For non attending students Written exam: 100%.
There are no intermediate exams in this course.