Insegnamento a.a. 2024-2025

The course is ideally divided into four parts.

1. The first part focuses on the evolution of Marketing in light of the two great forces that are profoundly transforming society and the economy (sustainability and digital transformation) and on strategies for improving the net marketing contribution, highlighting how they are inextricably linked to the company's ability to offer its customers greater value than that provided by its competitors.
2. In the second part, after having clarified the centrality of value for the customer in light of the evolution of the competitive context triggered by digital transformation, the main areas of analysis of the cognitive processes underlying purchasing and consumption choices are explored in depth.
3. The third part addresses the topic of measuring customer value, illustrating, through numerous applications, the main approaches proposed by theory and used in managerial practice.
4. In the last part of the course, retracing the evolutionary cycle of the customer-based view , we focus on the centrality of the customer ( customer centricity ), highlighting the main analytical, strategic and operational implications connected to the management of customer satisfaction and market relations .

In summary, the main topics covered during the course are the following:

• Digital evolution and marketing transformation
• The contribution of marketing to the creation of business value.
• Marketing metrics for growth opportunities, improved profitability and brand portfolio development.
• The processes of analyzing the value perceived by customers in the company offer in omnichannel , omnidevice and omniplatform contexts .
• The processes of measuring the value generated for customers and by customers.
• Gap analysis for customer centricity
• Customer engagement and customer relationship management in the data economy (strategic and operational analytical process)
• The development frontiers of Marketing Management (omnichannel marketing, brand purpose; big data and algorithms, artificial intelligence).

• Describe the main areas of marketing evolution;
• Identify strategies and metrics for managing and developing net marketing contribution;
• Recognize the links between customer value, customer satisfaction, market relationships and business value.

• Assess main changes of marketing processes in a digital economy.
• Evaluate the potential market demand, market share, profitability and brand extension opportunities.
• Analyze customer’s motivations, perceptions and evaluations.
• Apply key methods for measuring value for the customer: EVC (economic value for the customer), multi-attribute models; conjoint analysis, hybrid approach.
• Apply a gap analysis for assessing the firm's customer centricity by measuring the customer satisfaction gaps.
• Classify customer relations and plan actions for developing customer equity and customer loyalty.
• Select data and analytics for assessing the quality of customer relationships.
• Design customer relationship management strategies consistent with customer lifetime value and relationship strength.

• Lectures
• Practical Exercises
• Collaborative Works / Assignments
• Interaction/Gamification

In addition to face-to-face lectures, this course includes exercises and case studies on real business problems concerning the links between the customer value and the firm value. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem-solving skills.

Final Exam. Closed-book final exam. The exam consists of a series of conceptual questions and exercises covering the course program. It may contain a mix of open and closed questions. The exam aims to evaluate:

• Knowledge regarding marketing strategies for increasing the net marketing contribution and models for customer value
• The ability to apply customer value measurement techniques
• The comprehension of strategies for managing customer satisfaction and customer relationships

Group Assignment. In groups, students deliver an analysis of an assigned topic based on the concepts presented in the course. More details will be provided in class.

For non-attending students, the evaluation is fully based on a comprehensive final written exam which has the same structure and pursues the same assessment goals as the attending students.

Busacca, Bertoli, Chizzoli, Munz Marketing Managment: Strategies and Priorities (2024, provisional title), selected sections.

Busacca, Bertoli, Chizzoli, Munz Marketing Managment: Strategies and Priorities (2024, provisional title).