Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


RELATIONSHIP MARKETING
MARKETING RELAZIONALE

A.Y. Credits
2018/2019 6
Lecturer Email Office hours for students
Nicola Giorgio Grande
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
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

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

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

Didactics, Attendance, Course Books and Assessment

Didactics

Speech, teamworks case studies

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.

Additional Information for Non-Attending Students

Didactics

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.

Notes

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.

« back Last update: 03/08/2018

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