2019/2020

2020/2021

DM270

SECS-P/08 (CORPORATE FINANCE)

DEPARTMENT OF ECONOMICS AND MANAGEMENT

BUSINESS ADMINISTRATION AND LAW

PERCORSO COMUNE

2°

1st semester (28/09/2020 - 22/12/2020)

6

44 lesson hours

Italian

WRITTEN AND ORAL TEST

CATTANEO CARLA BRUNA ANGELA (titolare) - 9 ECTS

None

The course aims to outline the evolution that the concept of marketing has followed over the years as a result of the gradual adaptation to the changes occurring in the economic and social consumption patterns, technology and, above all, the strategic businesses approach.

- The evolution of the concept of marketing and his new role.
- From transactional marketing to relationship marketing.
- The dimensions of relationship marketing: the new concept of value for consumers and the creation of value through consumers.
- The critical success factors: people, process, technology, knowledge.
- Customer loyalty and Corporate Reputation as corporate values.
- The Customer Relationship Management as a tool for relation development.
- Case studies and examples of best practices.

Lectures - Seminars - Working group

Carla Bruna Cattaneo, Consumer evolution - Marketing development. An indissoluble relationship, Cacucci Editore, Bari, 2017

During the lessons will be given additional readings to integration.

written exam - The lecturer can make mandatory the oral examination in special cases, even individual.