ADVANCED MARKETING
MARKETING CORSO AVANZATO
| A.Y. | Credits |
|---|---|
| 2015/2016 | 6 |
| Lecturer | Office hours for students | |
|---|---|---|
| Nicola Giorgio Grande |
Assigned to the Degree Course
| Date | Time | Classroom / Location |
|---|
Learning Objectives
The course aims to provide a model for understanding the dynamics that affect the process of building a relationship of trust between customer and supplier.
In particular, the course focuses on three main topics:
- The concept of quality of service and its influence on the relationship.
- Management of interpersonal relationships, and Behavioral Economics
- Social relationships and purchasing processes
Program
- A brief history of service management and marketing of services
- Pecularities of services
- The transition from transactional marketing to relationship marketing
- Fidelity, loyalty and customer satisfaction: an overview
- Mental Fidelity and Behavioral Fidelity
- The loyalty management, The management of relational networks
- Marketing and decision-making processes: Bias
- Organizational aspects of the management of customer relationship
Bridging Courses
Very welcome but not essential knowledge of basic marketing. Also, during practice, can be useful a basic knowledge of video production.
Learning Achievements (Dublin Descriptors)
- Knowledge and understanding abilities: students will achieve a general knowledge of basic marketing concepts and methods, by learning a model to understand the dynamics that affect the process of building a trust relationship between customer and supplier.
- Applied knowledge and understanding abilities: the student must be able to apply to specific marketing problems.
- Making judgments independently: students will be able to understand the most adequate approach to be adopted in different application contexts, and to know how to evaluate strengths and weaknesses of the strategies that may be adopted;
- Communication skills: students must be able to present a marketing problem solution, clearly and effectively, with appropriate language, following rigorous patterns; The concept of service quality and its influence on the relationship, on the management of interpersonal relationship and on behavioral economics
- Learning skills: the student must be able to read and understand basic texts and specialized articles with marketing topics.
Teaching Material
The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it
Supporting Activities
The course is vry practical; the continuity in the frequency can help on that.
The teaching materials provided by the teacher is available, with other support activities within the platform Moodle> blended.uniurb.it
Teaching, Attendance, Course Books and Assessment
- Teaching
Lectures, practical activities, small group work, testimony and company case
- Attendance
Frequency of lectures, individual study/homework, and participation to individual and group work. Short homework may be assigned from week to week
- Course books
- Kahneman D., Pensieri lenti pensieri veloci, Mondadori, Milano, 2013
Other materials provided during lectures.
- Assessment
Written test, open questions and multiple choice with option of integration upon request. During the course the students will be involved in practical exercises, research and reports that will be part of the assessment process. Presentation and discussion of a final paper in accordance with the teacher, can replace the final written exam.
- Disabilità e DSA
Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.
A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.
Additional Information for Non-Attending Students
- Teaching
Individual study/homework
- Attendance
Study of textbooks
- Course books
- Kahneman D., Pensieri lenti pensieri veloci, Mondadori, Milano, 2013
Other materials provided during lectures.
- Assessment
√
- Disabilità e DSA
Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.
A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.
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