DATABASE AND INTERNET MARKETING
Learning outcomes of the course unit
At the end of the course the student has acquired advanced knowledge of database marketing, and specifically:
- marketing paradigm evolution from management, relationship to social and mobile marketing
- role of information in value creation
- loyalty measures and relation to profits (LTV model)
- loyalty program design and management
- database building and management
- customer base analyses
- new measures for retail mix decision making.
Students will have necessary skills to select appropriate analysis and decision making tools for the specific context. specifically, they will have a thorough understanding of database marketing problems and will be able to build a relationsal marketing program, related database and customer base analyses.
They will be able to assess the impact of targeted marketing on marketing strategies and will be able to communicate on the above topics and problems with various publics, both academic and business.
Course contents summary
This course, together with the module that it complements (Social Media Marketing) aims to introduce students to the new frontiers of marketing practice, that are digital and one-to-one targeted, and can be referred to as "Relationship Marketing".
The course goal is to provide knowledge and develop skills to analyse and understand the new marketing activities based on individual customer information (database marketing and Customer Relationship Management).
First, the marketing information revolution is analysed and discussed, and used as background to intepret impact of Big Data, filtering algorithms, segmentation.
Then tools to collect individual data information are discussed, specifically loyalty programs and clubs.
Last, but not least, use of individual customer information is discussed through case studies. All marketing mix aspects that are mipacted by new information sources are reviewed.
Specific topics dealt with during the course are:
- 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(LTV model)
- data capturing through loyalty programs and clubs
- customer databases
- new metrics and approaches based on customer data for decision making in retailing
- web advertising
Students who attend classes regularly: materials available at the photocopy office (1 pack of ppt presentations + 1 pack of readings) and notes about all discussions in class.
All other students: materials available at the photocopy office (readings pack only, No ppt presentation pack) PLUS the following chapters from the book: Promotion Revolution, C. Ziliani, EGEA, Milano, 2015, Chapters 1,2,4,8.
On the day of the exam, students are free to write in English or Italian, whatever choice of program they have made.
Separate sets of questions will be used for attending and non attending students, until September 2016. Students taking the exam after September 2016 will be considered non attending students and will have to refer to the materials for non attending students to prepare for the exam
Lectures, readings and case discussions, group work and conference organisation activity.
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.
Assessment methods and criteria
Through the students' responses to exam questions, knowledge and understanding of the issues proposed and the ability of the student to apply the knowledge to specific questions are assessed. 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, during the specific cases studies, requires the students to apply knowledge already possessed, and to learn and to evaluate new information.
Students' participation in in-class discussions and in the preparation of the end-of-course conference will receive an evaluation that will integrate the grade received with the written examination