Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


A.Y. Credits
2015/2016 6
Lecturer Email Office hours for students
Nicola Giorgio Grande

Assigned to the Degree Course

Date Time Classroom / Location

Learning Objectives

The course aims to provide a model for understanding the dynamics that affect the process of building a relationship of trust between customer and supplier.

In particular, the course focuses on three main topics:

- The concept of quality of service and its influence on the relationship.

- Management of interpersonal relationships, and Behavioral Economics

- Social relationships and purchasing processes


  • A brief history of service management and marketing of services
  • Pecularities of services
  • The transition from transactional marketing to relationship marketing
  • Fidelity, loyalty and customer satisfaction: an overview
  • Mental Fidelity and Behavioral Fidelity
  • The loyalty management, The management of relational networks
  • Marketing and decision-making processes: Bias
  • Organizational aspects of the management of customer relationship


Bridging Courses

Very welcome but not essential knowledge of basic marketing. Also, during practice, can be useful a basic knowledge of video production.


Learning Achievements (Dublin Descriptors)

- Knowledge and understanding abilities: students will achieve a general knowledge of basic marketing concepts and methods, by learning  a model to understand the dynamics that affect the process of building a trust relationship between customer and supplier.

- Applied knowledge and understanding abilities: the student must be able to apply to specific marketing problems.

- Making judgments independently: students will be able to understand the most adequate approach to be adopted in different application contexts, and to know how to evaluate strengths and weaknesses of the strategies that may be adopted;

- Communication skills: students must be able to present a marketing problem solution, clearly and effectively, with appropriate language, following rigorous patterns; The concept of service quality and its influence on the relationship, on the management of interpersonal relationship and on behavioral economics

- Learning skills: the student must be able to read and understand basic texts and specialized articles with marketing topics.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Supporting Activities

The course is vry practical; the continuity in the frequency can help on that.

The teaching materials provided by the teacher is available, with other support activities within the platform Moodle> blended.uniurb.it


Didactics, Attendance, Course Books and Assessment


Lectures, practical activities, small group work, testimony and company case 


Frequency of lectures, individual study/homework, and participation to individual and group work. Short homework may be assigned from week to week

Course books

- Kahneman D., Pensieri lenti pensieri veloci, Mondadori, Milano, 2013

Other materials provided during lectures.



Written test, open questions and multiple choice with option of integration upon request. During the course the students will be involved in practical exercises, research and reports that will be part of the assessment process. Presentation and discussion of a final paper in accordance with the teacher, can replace the final written exam.

Additional Information for Non-Attending Students


Individual study/homework


Study of textbooks

Course books

- Kahneman D., Pensieri lenti pensieri veloci, Mondadori, Milano, 2013

Other materials provided during lectures.


« back Last update: 07/06/2016


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