Course 2017-2018 a.y.

The course aims at addressing the management of the interactions and relationships between firms and customers in cultural contexts. 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.
• To develop a Marketing plan for cultural institution.

Knowledge and understanding
At the end of the course student will be able to do:
Understand the importance of customer relation management in hedonic contexts and of the most relevant qualitative research methods.

Applying knowledge and understanding
At the end of the course student will be able to do:
Now the functions of analytical marketing and of interactions and importance of marketing in relation with consumers and other internal functions, also in hedonic contexts

• Face-to-face lectures
• Face-to-face lectures with use of software and/or new technology
• Guest speaker's talks (in-class or in distance)
• Company visits
• In-class exercises
• Oral presentations of individual/group assignments
• Group assignments
• Participation in external competitions

• Written exam(s) with a mix of open ended and multiple choice questions
• Group assignments
• Peer evaluation