Course 2016-2017 a.y.

Classes: 19 (I sem.)

Instructors:
Class 19: ANDREA RURALE

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.

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.

For Attending Students:
Grades for attending students are computed as follows:

• Group project (PAD): 60% (30/30) – presented on 06/12/2016 and handed by 15/12/2016.
• Individual assignment (PAPER) 10% (30/30).
• Written Final examination: 30% (30/30)

For Non-attending students:
Grades for non attending students are computed on the basis of the final written examination (multiple choice and open questions). No oral integration.

• D. O'REILLY, F. KERRIGAN (edited by), Marketing the Arts, A fresh approach, 2010;
• I. SOSCIA, Emotions and consumer behaviour, Edward Elgar Publishing, 2013;
• All the material on the course reserve for Non-attending students (16 articles + 12 articles).