Foreign students graduate courses

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ASSESSMENT
READING LIST

READING LIST

Slides and material on Lecturer’s page on the faculty web site.
Additional readings:

Zucchella A., Onetti A., Imprenditorialità, Internazionalizzazione e Innovazione: I business model delle imprese biotech, Carocci, Roma, 2008.

Denicolai S., Competenze dinamiche di rete: strategie, modelli organizzativi e tecnologie per l’innovazione continua, Franco Angeli, 2008.

Zucchella A. , Scabini P., International Entrepreneurship, Palgrave, London, 2007.

Zucchella A. , Denicolai S., Analisi strategico-organizzativa per lo sviluppo locale: modelli innovativi ed esperienze, Fraco Angeli, 2006.

Denicolai S., Competenze dinamiche di rete: strategie, modelli organizzativi e tecnologie per l’innovazione continua, Franco Angeli, 2008.

Zucchella A., Maccarini M.E., I nuovi percorsi di internazionalizzazione. Le strategie delle piccole e medie imprese italiane, Giuffrè, 1999.

ASSESSMENT

The exam is only written, and is based on 5-6 questions, to be answered in 45-60 minutes.

MARKETING RELAZIONALE

RELATIONSHIP MARKETING
6 e 9 ECTS


LEVEL
Graduate

YEAR

First

SEMESTER

First

LECTURER

Carla Bruna Cattaneo
ASSISTANT

Laura Bottinelli

Roberta Saba

E-MAIL

ccattaneo @eco.unipv.it

6 ECTS: (PRINCIPLES)

COURSE PROGRAM

Marketing challenge - the new role of marketing

Relationship marketing

The dimension of Relationship marketing: new value for customers, value created with customers, cooperative effort between sellers and suppliers, value of customers over their lifetime

The role of the Relationship managers

Relationship marketing strategy

The main capability: People, Process, Technology, Knowledge and Insight

The barriers to Relationship marketing

C.R.M. – introduction

EDUCATIONAL AIM

How integrate Relationship marketing into the business and create value for the companies and for its customers. Expands the concept of a company's relationship beyond those with customers to include employees, suppliers, investors and other stakeholders. Give the tools to explorer the impact of technology, to determine the mix of customers and the current and potential profitability of each one, to explain how business to business relationship differ from business to consumers. Show how plan a relationship marketing initiative.