For several years in most developed countries, companies face a crisis caused mainly by conditions of oversupply. In this context, companies that have opted for the development of market-driven management systems have proved more than others, able to state successful proposals, to achieve profitable economic flows and to generate adequate financial resources because of their ability to listen to the market and, consequently, to bring the offer addressed to it.
In this conceptual framework, the course in question is intended to provide to the student a comprehensive picture of the patterns and practices of marketing used by businesses in order to create and protect value in the context of business-to-consumer markets.
In particular, the course, which is activated in the second half, is divided into two distinct parts.
In the first part are analyzed in-depth the main operational marketing levers managed by companies, in the light of the competitive positioning and the strategic options pursued (course of Strategic Marketing activated in the 1st half).
The second part of the course, however, is focused on the marketing policies put in place by the operating companies that operate in the services sector and which, by their nature, appear to be at the center of the processes of relationship with the final customer. In this context, the student will be able to deepen the instruments adopted by enterprises of services aimed at increasing the level of customer satisfaction, a necessary condition for the creation of a virtuous circle that promotes the emergence of trust in relation to the increasing size of the same bidder.
During the course, students who attend can participate in the discussion of some case studies of success, as well as further modeling using the direct comparison with managers working in leading companies both in manufacturing and in services.