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Course 2011-2012 a.y.

20304 - ADVANCED CUSTOMER MANAGEMENT


CLMG - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLAPI (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
FABRIZIO ZERBINI

Classes: 31 (I sem.)
Instructors:
Class 31: FABRIZIO ZERBINI


Course Objectives

The objective of this course is to build advanced managerial capabilities for future professionals in the functions of general management, marketing, communication, sales management, and customer service, who are interested and/or appointed to the strategic challenge of attaining organic growth through the management of the installed customer base. 

The key focus is on developing a distinctive know-how on customer management, which drawn upon the most advanced and successful practitioners’ experiences and the most solid and up-to-date scientific models.

The course format is developed around a concept of applied management, and relies therefore almost exclusively on interactive and active learning techniques.


Course Content Summary

The course takes as a starting point the end of the marketing management process: the first decision to purchase that has been taken by the customer. Key topics of customer management are developed starting from this key event for marketing. The course topics deepen a sequence moving from prominent and established practices like customer satisfaction management, to most advanced and recent techniques like customer lifetime value management:

  • design and implementation of customer interaction management programs;
  • design and implementation of customer knowledge management programs;
  • design and implementation of customer satisfaction programs;
  • design and implementation of customer loyalty management programs;
  • design and implementation of customer relationship management programs;
  • design and implementation of customer growth programs;
  • design and implementation of customer lifetime value management programs;
  • design and implementation of programs for assessing and controlling customer profitability;
  • management of relationship development;
  • management of relationship maintenance;
  • optimization of relationship marketing investments.

Detailed Description of Assessment Methods

Attending students
The evaluation is based upon class participation (30%), individual project work final report (40%) and final written exam (30%).

Non-attending students
The evaluation is based upon final written exam (80%) and final oral exam (20%). Students access the oral exam only if written exam grades are equal or greater than 18/30.


Textbooks
 Readings collection, EGEA and Course Reserve.

Prerequisites
It is recommended, although not mandatory, that students attend one of these courses before attending advanced customer management: 20216; 20206. A course that is tightly complementary to 20304 and students could valuably couple in their course plan is 20303.
Last change 30/03/2011 12:00