Enrollment year
2020/2021
Academic discipline
SECS-P/08 (CORPORATE FINANCE)
Department
DEPARTMENT OF ECONOMICS AND MANAGEMENT
Course
BUSINESS MANAGEMENT
Curriculum
PERCORSO COMUNE
Period
1st semester (28/09/2020 - 22/12/2020)
Lesson hours
66 lesson hours
Activity type
WRITTEN AND ORAL TEST
Learning outcomes
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.
Course contents
- 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.
Teaching methods
Lectures - Seminars - Working group
Reccomended or required readings
Carla Bruna Cattaneo, Consumer evolution - Marketing development. An indissoluble relationship, Cacucci Editore, Bari, 2017
During the lessons will be given additional readings to integration.
Assessment methods
written exam - The lecturer can make mandatory the oral examination in special cases, even individual.
Sustainable development goals - Agenda 2030