Learning objectives
The first part of the course aims to introduce the evolution of marketing from the marketing management approach to relationship marketing; to discuss Loyalty Marketing and customer relationship management and how to apply these approaches in the firm; to train students in developing micromarketing and targeted promotional activities.
The second part of the course develops students' skills for the management of the digital enterprise. Specific attention is devoted to integration of online and offline marketing activities, in an e-commerce and multichannel context.
Course unit content
The first part of the course will debate:
the evolution of marketing paradigms,
of segmentation approaches,
of direct media and
loyalty programs.
The second part of the course focusses on the development of integrated online and offline marketing activities, with specific reference to ecommerce and multichannel companies.
Bibliography
First part:
students who regularly attend lectures can prepare for the exam with the aid of their own notes and teaching materials (powerpoint slides, case studies, readings distributed in class during the course).
Other students will prepare for the exam by studying the following:
C. Ziliani, E-marketing, McGraw-Hill, 2001, chapters 1,2,3,5,6, plus:
C. Ziliani, Loyalty marketing, EGEA, 2008,chapters 2 e 3, plus:
Riva, G. I social network, 2010, Il Mulino (whole book).
Second part:
Prandelli E. e Verona G. (2011), Vantaggio competitivo in rete, McGraw-Hill
Suggested readings:
Boaretto A., Noci G., Maria Pini F., (2007), Marketing reloaded. Leve e strumenti per la co-creazione di esperienze multicanale, Il Sole24ORE
Cova B., Giordano A., Pallera M. (2008), Marketing non-convenzionale. Viral, guerrilla, tribal e i 10 principi fondamentali del marketing postmoderno, Il Sole 24ORE
Vescovi T. (2007), Il Marketing e la Rete. La gestione integrata del Web nel business, Il Sole 24ORE
Teaching methods
Lectures, case study discussion, managers' lectures
