Learning outcomes of the course unit
For several years in most developed countries, companies face a crisis caused mainly by conditions of oversupply. In this context, companies that have opted for the development of market-driven management systems have proved more than others, able to state successful proposals, to achieve profitable economic flows and to generate adequate financial resources because of their ability to listen to the market and, consequently, to bring the offer addressed to it.
In this conceptual framework, the course in question is intended to provide to the student a comprehensive picture of the patterns and practices of marketing used by businesses in order to create and protect value in the context of business-to-consumer markets.
In particular, the course, which is activated in the second half, is divided into two distinct parts.
In the first part are analyzed in-depth the main operational marketing levers managed by companies, in the light of the competitive positioning and the strategic options pursued (course of Strategic Marketing activated in the 1st half).
The second part of the course, however, is focused on the marketing policies put in place by the operating companies that operate in the services sector and which, by their nature, appear to be at the center of the processes of relationship with the final customer. In this context, the student will be able to deepen the instruments adopted by enterprises of services aimed at increasing the level of customer satisfaction, a necessary condition for the creation of a virtuous circle that promotes the emergence of trust in relation to the increasing size of the same bidder.
During the course, students who attend can participate in the discussion of some case studies of success, as well as further modeling using the direct comparison with managers working in leading companies both in manufacturing and in services.
Course contents summary
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
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
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
G.CRISTINI (2018), MARKETING OPERATIVO, MC GRAW-HILL- PAGG.422 ISBN: 9781307182859
SELECTION OF CHAPTERS FROM:
LAMBIN J., (2012), MARKET DRIVEN MANAGEMENT. MARKETING STRATEGICO ED OPERATIVO, MC GRAW-HILL
ZEITHAML V., BITNER M.J., GREMLER D.D., (2012), MARKETING DEI SERVIZI, MC GRAW-HILL
A copy of the slides used in class will be downloadable from the home page of the teacher.
lectures and case discussion
Assessment methods and criteria