LOYALTY MARKETING
cod. 1007985

Academic year 2020/21
2° year of course - First semester
Professor
ZILIANI Cristina
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
37 hours
of face-to-face activities
5 credits
hub: PARMA
course unit
in ENGLISH

Integrated course unit module: LOYALTY MARKETING AND CRM

Learning objectives

At the end of the course the student has acquired advanced knowledge of
loyalty marketing, and specifically:
- impact of Big Data and the digital revolution, evolution of ICTs, Artificial Intelligence, reccomendation algorithms;
- marketing paradigms evolution from management, relationship to social
and mobile marketing;
- role of information in value creation
- loyalty measures and relation to profits
- loyalty program design and management;
- new measures for retail mix decision making.
Students will have developed necessary skills to select appropriate analysis and
decision making tools for the specific context. specifically, they will have
a thorough understanding of loyalty marketing and retention problems and will be able to build a loyalty program.
They will be able to assess the impact of retention 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 (CRM and customer analytics) aims to introduce students to the new frontiers of marketing practice, that are based on the goal of developing customer loyalty by using insight derived from customer data to shape the company offering and the customer experience across the variety of touchpoints that connect today the company to its customers.

First, the evolution of Marketing across its main paradigms is discussed to show students how different context shape Marketing goals and tools. Specific attention is devoted to the emergence of customer loyalty as the overarching goal of marketing strategy today.
Then the information revolution and Big Data phenomenon is analysed and discussed, in order to provide the basis for understanding the impact of Big Data and Artificial Intelligence on business, at the industry, company and marketing levels, and on individuals and society.
Then tools to collect individual data information are discussed,
specifically loyalty programs and clubs. A managerial lecture will complement this part.
Last, but not least, use of individual customer information is discussed
through case studies with specific attention to retailing. This course is a unique offering of Trade and Consumer Marketing, as it builds on 20 years of research and experience in the field of Loyalty and CRM developed by Prof. Cristina Ziliani with the Osservatorio Fedeltà at the University of Parma. See the Observatory website: www.osservatoriofedelta.it

Full programme

Specific topics dealt with during the course are:
impact of Big Data and the digital revolution, evolution of ICTs, Artificial intelligence, machine learning, their impact on marketing, specifically in the area of personalisation and reccomendation;
- 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
- designing loyalty programs and clubs
- new metrics and approaches based on customer data for decision
making in retailing.

Bibliography

Students who attend (streaming) classes regularly (Frequentanti): materials available on the Elly platform (readings, slides, videos), notes about all discussions in (online) class PLUS Chapters 1, 2, 4 (except for part "Blockchain, marketing and loyalty management" pages 94-97) and 7, from the book: Ziliani C. and Ieva M. (2019), Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences, Routledge.

All other students who do not attend streaming classes (non frequentanti): Chapters 1, 2, 3, 4 (except for part "Blockchain, marketing and loyalty management" pages 94-97), 5, 7, 8, 9, of the book: Ziliani C. and Ieva M. (2019), Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences, Routledge, PLUS readings available on Elly (readings only, NOT the slides).


Please do not buy/use materials from previous years as the course is updated every year and readings change

Teaching methods

Streamed lectures, recorded lectures and recaps, case reading (at home) and subsequent discussion in online class (streaming), managerial online lectures, practical work (at home) on video and written materials. The readings (available on Elly) will be discussed by the students during the streamed lectures.
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. All this, in English.

Assessment methods and criteria

For the first semester (September 2020 - February 2021 included) exams will be oral and conducted online via Teams. Please refer to the specific instructions for the Exam that the Professor will polish on the course Elly page for instructions on enrollment, ID uploading, and so on.
The decision regarding the exams for the second semester (from May 2021 onward) will be taken in spring, and will depend on the COVID-19 emergency situation.
Through the students' responses to open questions, knowledge and
understanding of the issues proposed and the ability of the student to
apply the knowledge to specific questions are assessed during the exam. 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, requires the students to apply
knowledge already possessed, and to learn and to evaluate new
information.

The examination is oral, in English.

Other information

Please check professor's webpage regularly for updates on course, office
hours, exams and more.
For appointments, send an email stating the reason of the meeting and you'll be assigned an individual online appointment on Teams