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.