Learning objectives
At the end of the course the student has acquired advanced knowledge of relationship marketing, and specifically:
- marketing paradigm evolution from management, relationship to social and mobile marketing
- role of information in value creation
- loyalty measures and relation to profits (LTV model)
- loyalty program design and management
- database building and management
- customer base analyses
- new measures for retail mix decision making.
Students will have necessary skills to select appropriate analysis and decision making tools for the specific context. specifically, they will have a thorough understanding of relationship marketing problems and will be able to build a relationsal marketing program, related database and customer base analyses.
They will be able to assess the impact of targeted marketing on marketing strategies and will be able to communicate on the above topics and problems with various publics, both academic and business.
Prerequisites
none
Course unit content
This course, together with the module that it complements (Social Media Marketing) aims to introduce students to the new frontiers of marketing practice, that are digital and one-to-one targeted, and can be referred to as "Relationship Marketing".
The course goal is to provide knowledge and develop skills to analyse and understand the new marketing activities based on individual customer information (database marketing and Customer Relationship Management).
First, the marketing information revolution is analysed and discussed, and used as background to intepret impact of Big Data, filtering algorithms, segmentation.
Then tools to collect individual data information are discussed, specifically loyalty programs and clubs.
Last, but not least, use of individual customer information is discussed through case studies. All marketing mix aspects that are mipacted by new information sources are reviewed.
Full programme
Specific topics dealt with during the course are:
- the marketing paradigms of marketing management, relational marketing and social mobile marketing
- the role of data and information in value creation
- measuring loyalty and its contributions to business performance(LTV model)
- data capturing through loyalty programs and clubs
- customer databases
- new metrics and approaches based on customer data for decision making in retailing.
Bibliography
Students who attend classes regularly: materials available at the photocopy office (ppt presentations + book of readings) and notes about all discussions in class.
All other students: materials available at the photocopy office (book of readings only, NO ppt) PLUS
Promotion Revolution, by C. Ziliani, EGEA, Milano, 2015, chapters 1, 2, 4, 8. This book is in Italian. This book (but not the book of readings) can be susbstituted by C. Humby & T. Hunt, Scoring Points. How Tesco is Winning customer loyalty, Kogan Page, 2003. chapters: 1,2,3,4,5.
On the day of the exam, students are free to write in English or Italian, whatever choice of program they have made.
Teaching methods
Lectures, readings and case discussions, group work and conference organisation activity.
The variety of above methodologies and encouragement of in class discussion contributions will stimulate autonomy of judgment and interest for continuous learning about the problems and topics discussed during the course.
Assessment methods and criteria
Through the students' responses to exam questions, knowledge and understanding of the issues proposed and the ability of the student to apply the knowledge to specific questions are assessed. Furthermore, since the questions are open, students are able to exercise significant independent judgment with respect to what is required and we can check the communication skills of the student. Finally, the need for handling categories and qualitative information acquired during the course, during the specific cases studies, requires the students to apply knowledge already possessed, and to learn and to evaluate new information.
The student's participation in the organisation of the Conference of the Osservatorio Fedeltà will be evaluated and such evaluation will be used to integrate the mark of the written examination.
Other information
Please check professor's webpage regularly for updates on course, office hours, exams and more
