Enrollment year
2022/2023
Academic discipline
SECS-P/08 (CORPORATE FINANCE)
Department
DEPARTMENT OF ECONOMICS AND MANAGEMENT
Course
BUSINESS MANAGEMENT
Curriculum
PERCORSO COMUNE
Period
1st semester (26/09/2022 - 22/12/2022)
Lesson hours
66 lesson hours
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
Oral examination
Sustainable development goals - Agenda 2030
The course includes Seminars - Working group aimed at raising awareness on the issues of CSR, sustainability, gender equality and the environment
$lbl_legenda_sviluppo_sostenibile 
Università di Pavia - Offerta formativa