Learning objectives
competence in order to understand the interrelation of different marketing tools
Prerequisites
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Course unit content
I PART- Levers of operational marketing
Operational marketing: the relationship with the strategic marketing objectives and levers activated
Brand management: determinants, functions, systems of measurement value
The brand in the context of the mass consumption: branding policies of industry and distribution
Decisions relating to the launch of new products
Pricing decisions
The decisions concerning the marketing communication
The marketing plan
II PART- Marketing services
Introduction to services
Fundamental differences between goods and services
General features of the service sector
The decision-making process of the consumer
The process of service delivery
The pricing services
The development of the mix of communication services
The management of the tangible part of the company
Personnel management services
The management of the consumers
The definition and measurement of consumer satisfaction
The definition and measurement of quality of service
Full programme
the students will develop advanced skills on: the integrate management on diffrent marketing lever in relation with the strategic objectives to reach;The branding strategy and the politics to achieve the equity; the operative management of of the marketing lever (product,pricing,place and promotion); the charateristics of services and the study of management tools on "8 p lever" of marketing services (product, phisical environment, promotion, pricing, people, place and time, process, productivity);The analysis of customer satisfaction.
Bibliography
LAMBIN J.J.(2012), MARKET-DRIVEN MANAGEMENT, (Sixth Edition),MC GRAW-HILL, MILANO PAG.299-358,385-499
HOFFMAN K.D, BATESON J.E.G., IASEVOLI G.(2007), MARKETING DEI SERVIZI, APOGEO, MILANO PAG. 3-93,125-251,273-320
A copy of the slides used in class will be downloadable from the home page of the teacher.
Teaching methods
frontal lesson and case discussion
Assessment methods and criteria
written
Other information
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