Course 2012-2013 a.y.

Course Objectives

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.

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.

Course Content Summary

In order to reach the course 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 role of Neuroscience in Marketing decisions
• The management of the interactions: the experiential marketing
• The role of Web 2.0, digital Tv and 3G mobile in enhancing the marketing management process (focus on cultural organizations)
• 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 (CRM) processes
• Loyalty management: principles and managing tools
• The Loyalty programs

Detailed Description of Assessment Methods

Attending students
The evaluation is based on a final written exam (80%), and the interaction and participation to lessons, role playings and case discussions in class (20%).

Grades of the research project will be maintained for the first year of your Master of Science in Economics and Management in Arts, Media, Culture and Entertainment.

Non - Attending students
The final evaluation is based on a written test.

Textbooks

Attending students

• Marketing e CRM - ACME, Selections of readings, McGraw-Hill, Create, 2012.

Non - Attending students

• Edited by Daragh O’Reilly and Finola Kerrigan MARKETING THE ARTS A fresh Approach, Routledge, 2010

Prerequisites

• Knowledge of marketing principles
• Knowledge of data analysis
• Knowledge of basic use of data analysis software (SPSS)