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 in marketing;
- marketing paradigms evolution from management, relationship to social
and mobile marketing;
- loyalty measures and their 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 is a unique offering of the Master in 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
The course aims to provide the skills to understand the importance of customer retention and of retention strategies in marketing, first and foremost those employing loyalty programs.
The specific topics that are covered are as follows. 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 Big Data revolution is analised and discussed.
Last, but not least, use of individual customer information is discussed
through case studies with specific attention to retailing.
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
- 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 classes regularly in presence are referred to as "Frequentanti": they will prepare the exam by using the materials for "Frequentanti" available on the Elly platform (slides, articles and other files), their notes taken in class and possibly material from the 19 October Observatory conference, PLUS Chapters 1, 2, 4, 5 and 7, from the book: Ziliani C. and Ieva M. (2019), Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences, Routledge.
All other students are referred to as "Non frequentanti": they will prepare the exam only on the book: they are required to study Chapters 1, 2, 3, 4 , 5, 7 and 9, of the book: Ziliani C. and Ieva M. (2019), Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences, Routledge.
Students with disabilities and students who are employed full time: for those of you who cannot attend classes in presence regularly, please contact professor Ziliani and discuss ad hoc material
Teaching methods
Lectures, discussion in class of videos and short readings, managerial lectures, practical work (to be done at home) on primary and secondary sources (e.g. analysis of a loyalty program of choice).
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
The exam will be written and in presence. Typically, 2 or 3 open questions are asked, together with the same number of questions for the CRM and Customer analytics Module, as the exam encompasses both modules. It takes up one hour altogether.
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.
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 or in person.
2030 agenda goals for sustainable development
Nell'analisi dei programmi fedeltà, si farà riferimento alla recente tendenza di "ricompensare" comportamenti ecosostenibili e prosociali. anche attraverso la presentazione di risultati di ricerca dei docenti del corso e loro colleghi esteri.
