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

• 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

Students who have not passed a basic marketing exam in their three-year degree is highly recommended to integrate the exam program with the text:

Blythe J., Cedrola E.,  Fondamenti di marketing, Pearson Education Italia, 2010.

- 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.

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

Teaching

Lectures, practical activities, small group work, testimony and company case 

Attendance

It will be a compulsory attendance 50% of the lesson time.

Course books

- Kahneman D., Pensieri lenti pensieri veloci, Mondadori, Milano, 2013

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Study of the exam books. Possibility of agreeing the processing of papers.

Attendance

Study of the exam books

Course books

- Kahneman D., Pensieri lenti pensieri veloci, Mondadori, Milano, 2013

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.