Insegnamento a.a. 2017-2018



Department of Marketing

Course taught in English

Go to class group/s: 19
ACME (6 credits - I sem. - OB  |  SECS-P/08)
Course Director:

Classes: 19 (I sem.)

Course Objectives

The course aims at addressing the management of the interactions and relationships between firms and customers in cultural contexts. 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.
  • To develop a Marketing plan for cultural institution.

Intended Learning Outcomes
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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.

Teaching methods
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Assessment methods
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Detailed Description of Assessment Methods

Attending Students
Grades for attending students are computed as follows:
A) Group project (Marketing plan): 60% – to be submitted via Blackboard
B) Written Final examination: 40%

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


Attending students
- Instructor's lectures' Slides (published on Blackboard)
- Guest speakers' Slides (only the ones available on Blackboard)
- 16 articles included in the Bibliography as compulsory readings (available in Bocconi Library Course reserve)

Non - Attending students
Book 1: 'Marketing the Arts, A fresh approach', Edited by Daragh O’Reilly and Finola Kerrigan.
Book 2: 'Emotions and consumer behavior', by Isabella Soscia, Edward Elgar Publishing, 2013.
Exam textbooks & Online Articles (check availability at the Library)


Basic marketing knowledge.

Last change 23/05/2017 13:00