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


MARKETING
MARKETING

A.Y. Credits
2021/2022 6
Lecturer Email Office hours for students
Nicola Giorgio Grande always by e-mail, or one hour after each lesson
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Advertising and Organizations Communication (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
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 Relationship and buying process

Program

  • A brief history of marketing and service management
  • Market analysis and buying process

    Market segmentation

  • marketing mix

    strategic marketing

    Services Marketing

  • Services Pecularities
  • 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
  • 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

    Teaching, Attendance, Course Books and Assessment

    Teaching

    Speech, teamworks, case studies

    Attendance

    It will be a compulsory attendance 50% of the lesson time.

    Course books

    - Thaler R.H., Misbehaving, Passaggi Einaudi, 2018

    Kotler, Marketing per manager. Modelli, apllicazioni e casi sul marketing «fatto in Italia». Ediz. MyLab 2018

    Assessment

    The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

    Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

    Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

    Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

    Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

    Disability and Specific Learning Disorders (SLD)

    Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

    To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

    Additional Information for Non-Attending Students

    Teaching

    Study of the exam books. Possibility of agreeing the processing of papers.

    Attendance

    Study of the exam books

    Course books

    - Thaler R.H., Misbehaving, Passaggi Einaudi, 2018

    Kotler, Marketing per manager. Modelli, apllicazioni e casi sul marketing «fatto in Italia». Ediz. MyLab 2018

    Assessment

    The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

    Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

    Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

    Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

    Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

    Disability and Specific Learning Disorders (SLD)

    Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

    To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

    Notes

    For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.

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