8360 - ADVANCED MARKETING

The course is focused on the key marketing processes of the firm. These processes are analyzed by using a conceptual framework that clarifies how the value generated for customers is linked to the stock of the firm's market-based assets and to shareholders value. Such approach also emphasizes the main interrelations between marketing and the other functions (R&D, production, finance, and so on) in modern organizations, favouring a full understanding of the role that market orientation plays in firm development. After having analyzed the evolutionary trends in demand and competition and their implications for marketing strategies, the course covers the following topics:

• analysis of the value perceived by customers in the firm's offer;
• measurement of the value generated for customers and by customers;
• processes associated to the management of customer satisfaction (segmentation, positioning, innovation and communication) and customer loyalty.

• Demand, competition and marketing processes
• From customer value to shareholder value: the customer-based view
• Perceived value in the firm's offer: analysis and measurement
• The economic value of customer relationships
• Customer satisfaction management: segmentation and positioning
• Customer satisfaction management: communication process
• Customer satisfaction management: innovation process
• From customer satisfaction to customer loyalty: marketing processes for customer relationship management

Attending students
The course grade is based on:

• written exam
• group work and presentation on case vignette.

The course aims at addressing the management of the interactions and relationships between firms and customers. That is, in fact, one of the most important topics in marketing. The most recent innovations are discussed, both from a theoretical and a practical point of view. This topic is addressed by paying attention to the particular features of the artistic and cultural marketing. In fact, since even these industries are involved in the typical economic evolutions of the business world, the managerial practices of interactions and relations with the market must be taken into account and rethought. The course aims at developing the professional competencies that are needed to manage the moment of interactions and relationships with the customer base.
In particular, the goals of the course are the following:

• To discuss the evolution of the market and the necessary evolution of the marketing strategies and policies;
• To propose models and tools to manage customers relationships.

In order to reach those goals, during the course we address the following contents:

• Interacting with customers: the consumption experience
• The economic evolution towards experiences and its impacts on the markets
• New approaches to market: investing in interacting and relating with the clients
• The management of the interactions: the experiential marketing
• The psychology of emotions
• The benefits of the managing of the consumption experience: Customer satisfaction
• Analysing, measuring and managing customer satisfaction
• The dynamic model of customer loyalty
• Customer Relationship Management processes
• Loyalty management: principles and managing tools
• The loyalty programs

Students have to choose whether they take the exam as attending students or as non-attending students.

Attending students

For attending students, the final exam is constituted by:

• A project work; its grading counts for 50% of the final general evaluation;
• A written exam; its grading counts for 50% of the final general evaluation;
• An oral exam only for students who are willing to take it; its grading results in -1, 0, or +1 which is added to the grading of the written exam.

Non attending students

For non-attending students, the final exam is constituted by:

• A written exam;
• An oral exam only for students who are willing to take it; its grading results in -1, 0, or +1 which is added to the grading of the written exam. 

M. Addis, I. Soscia, Managing the interactions and relationships with customers, collection of readings.