Insegnamento a.a. 2014-2015

Course Objectives

The course aims at addressing the management of the interactions and relationships between firms and customers. That is, in fact, one of the most important topics in marketing. The most recent innovations are discussed, both from a theoretical and a practical point of view.

The course aims at developing the professional competencies that are needed to manage the moment of interactions and relationships with the customer base.

In particular, the goals of the course are the following:

• to discuss the evolution of the market and the necessary evolution of the marketing strategies and policies;
• to propose models and tools to manage customers relationships.

Course Content Summary

In order to reach the course goals, during the course we address the following contents:

• Interacting with customers: the consumption experience.
• The economic evolution towards experiences and its impacts on the markets.
• New approaches to market: investing in interacting and relating with the clients.
• The role of Neuroscience in Marketing decisions.
• The management of the interactions: the experiential marketing.
• The role of Web 2.0, digital Tv and 3G mobile in enhancing the marketing management process (focus on cultural organizations).
• The benefits of the managing of the consumption experience: Customer satisfaction.
• Analysing, measuring and managing customer satisfaction.
• The dynamic model of customer loyalty.
• Customer Relationship Management (CRM) processes.
• Loyalty management: principles and managing tools.
• The Loyalty programs.

Detailed Description of Assessment Methods

For Attending Students
Grades for attending students are computed as follows:

• Group project (PAD): 50% (maximum 15 points).
  
• Group assignment (PAPER) 20% (presenter maximum 4 points, discussant maximum 2 points).
• Written final examination: 30% of the final grade (9 questions multiple choice 1 point each correct answer and -0,5 for wrong answer minimum 5 points to pass).
• Optional oral integration: -2/+2 points.

For Non attending students
Grades for Non attending students are computed on the basis of the final written examination (multiple choice and open questions). No oral integration.

Textbooks

• Instructor’s lectures’ Slides (published on the learning platform)
• 16 articles included in the Bibliography as compulsory readings (available in Boccony Library Course reserve)
• Slides uploaded by the instructor about the 12 articles assigned to groups (published on the e-learning platform)
  

• D. O'Reilly, F. Kerrigan (edited by), Marketing the Arts, A fresh approach, 2010.
• I. SOSCIA, Emotions and consumer behaviour, Edward Elgar Publishing, 2013.
• All the material on the course reserve for Non attending students (16 articles + 12 articles)
  

Prerequisites

Basic marketing knowledge.