Learning objectives
The objective of the Micromarketing Economics course is to introduce students to: <br />
a) the topic of Marketing evolution from mass approaches towards increasingly targeted and segmented trends, made economically practicable by the advance of new information technologies, new media, customer analysis and segmentation techniques; <br />
b) the operational development of targeted promotion and communication activities that, in growing measure, industrial and commercial businesses in various sectors are introducing, alongside or in replacement of the more traditional actions on the mass media or of undifferentiated marketing.
Prerequisites
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Course unit content
<br />The objective of the Micromarketing Economics course is to introduce students to: <br />
a) the topic of Marketing evolution from mass approaches towards increasingly targeted and segmented trends, made economically practicable by the advance of new information technologies, new media, customer analysis and segmentation techniques; <br />
b) the operational development of targeted promotion and communication activities that, in growing measure, industrial and commercial businesses in various sectors are introducing, alongside or in replacement of the more traditional actions on the mass media or of undifferentiated marketing. <br />
The course discusses the logics that are at the base of customer segmentation and guide the choice of the target segments, according to the objectives pursued by businesses. <br />
Particular attention is given to micro-marketing developments in the convenience sector and in commercial undertakings, starting from the availability of data drawn from customer loyalty programmes. <br />
The course will also study in depth topics regarding the realization of targeted promotion and communication activities through the choice of various means of direct communication, including direct mail, e-mail, SMS, Web and others. <br />
The course will take the form of classroom lectures as well as discussion of cases in the classroom and speakers from businesses.
Full programme
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Bibliography
The reference text for the 'Micromarketing Economics' course is: <br />
Lugli, G. & Ziliani, C. (2004) Micromarketing. Creare valore con le informazioni di cliente, UTET, Torino, from chapter 1 to 13 inclusive. <br />
For attending students, a programme will be agreed upon according to what has actually been carried out in the lectures, including speakers from businesses.
Teaching methods
Classroom lecture and discussion of business cases in the classroom <br />
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Written test
Assessment methods and criteria
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Other information
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