Learning objectives
At the end of the Course, students will be able to:
- understand the role of information systems in marketing strategies and business decisions;
- understand the impact of the new technologies on competitive analysis and strategies;
- understand how data generated by marketing information systems can be used to guide marketing mix decisions.
Prerequisites
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Course unit content
Today's managers are operating in a context of increasingly complex and changing, characterized by increased competition, the speed of innovation processes and the emergence of new patterns of consumption and purchase. The main driver of these changes lies in the advent of information technology and communication (ICT), which have profoundly altered the way of competition and the relationship between companies and consumers. In this framework, made even more difficult by the economic crisis that increases the already high level of uncertainty, marketing information takes on ever more decisive success today depends on the availability of data, but the ability to transform data into useful information in order to create value for customers and gain a sustainable competitive advantage.
In this context, the course aims to examine the role of information in the process of marketing and the ways in which businesses relate with competitors and consumers in the new context information-based.
The course is structured in three parts.
The first part aims to get to the heart of technological change, through a rich interpretation from a technical standpoint, but especially emphasizing the management implications: they will then clarify some basic concepts (information systems, business information systems, databases and data warehouse ) and contextualized within the broader framework of the information economy.
The second part is dedicated to understand the basic principles of a modern business intelligence and provides the tools for the formulation of competitive strategy and market, in a context of increasing integration of information generated by traditional sources and online systems.
Finally, the third part focuses on the logic of marketing based on customer information: through the support of business cases and video, it will show in practice how the wealth of knowledge made available by the information systems can be successfully used to improve decision-making and policies of the marketing mix.
Full programme
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Bibliography
Lugli G. e Ziliani C. (2004), Micromarketing. Creare valore con le informazioni di cliente, Utet. Capitoli (solo 1.1), 2, 3, 4, 9 (solo 9.1 e 9.2), 10 e 12
Prandelli E. e Verona G. (2011), Vantaggio competitivo in rete, McGraw-Hill, Capitoli 1, 3, 4, 5, 6 e 7.
Teaching methods
Lectures, case study discussion, video, business game
Assessment methods and criteria
Written exam
Other information
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