Insegnamento a.a. 2025-2026

The course is structured into four main parts.

The first part explores the evolution of marketing in the context of two transformative forces that are profoundly reshaping society and the economy: sustainability and digital transformation. It examines strategies to improve the net marketing contribution, emphasizing marketing’s role in enhancing enterprise value (EV) and the critical connection between EV and a firm’s ability to deliver superior value to customers compared to competitors.

The second part focuses on the central role of customer value in today’s competitive landscape, shaped by digital transformation. It introduces the principal approaches to measuring customer value and illustrates their application in managerial practice through numerous real-world examples.

The third part analyzes the relationship between customer value and customer satisfaction, laying the groundwork for the concept of customer centricity, which is explored in depth in the final part.

The fourth and final part delves into customer centricity, highlighting its key analytical, strategic, and operational implications for managing customer relationships effectively.

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's 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 analytical process)

• Describe the main areas of marketing evolution.
• Identify strategies and metrics for managing and developing the 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.

The final examination is a closed-book written test designed to assess students’ comprehensive understanding of the course content. The exam will include conceptual questions, analytical exercises, and open-ended and multiple-choice items. It aims to evaluate the following learning outcomes:

• Mastery of key marketing strategies aimed at enhancing net marketing contribution and customer value creation;

• Proficiency in applying quantitative and qualitative techniques for customer value measurement;

• Ability to critically assess and design strategies for managing customer satisfaction and fostering long-term customer relationships.

Individual Assignments

Throughout the course, students will complete two to three individual assignments, each contributing to the final grade. These assignments will involve answering analytical questions or solving brief, practical exercises that apply theoretical concepts discussed in lectures. Assignment topics and guidelines will be communicated during class sessions and are designed to promote continuous engagement with the material and the development of practical marketing competencies.

For non-attending students, the evaluation will be based entirely on a comprehensive final written examination. The structure, content, and assessment criteria of the exam are identical to those applied to attending students. It is designed to evaluate the same learning outcomes, including theoretical knowledge, analytical skills, and the ability to apply marketing concepts to real-world scenarios.

• Busacca, Bertoli, Chizzoli, Munz, Customer Value (2025, provisional title), selected sections.
• Course Slides.

• Busacca, Bertoli, Chizzoli, Munz, Customer Value (2025, provisional title).
• Course Slides.