- Docente: Andrea De Marco
- Credits: 6
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Information Science for Management (cod. 8014)
Learning outcomes
Atthe endof thecoursethestudent knowsthebasicconceptualandquantitativetoolsneeded tounderstand,analyzeandbuildrelationshipsthata companyestablisheswithitsmarket: thecentralityof the customer,the studyofpurchasing behavior,segmentation processesand positioning,newproductdevelopmentand diffusion of innovation,pricingdecisions, distribution and communication,loyaltyandCRMas atoolto supportthe processofmarketing,Internet marketing strategies,communicationon the InternetanditstoolsThemanagementofsales activitiesonline.
Course contents
1. Marketing today: il Customer Relationship Management
2. Consumer Behavior
3. Segmentation
4. Brand
5. Internet as supply chain
6. Web Marketing
7. Email Marketing
8. Web advertising andpermission marketing
9. Search Engine Marketing: SEM e SEO
10. Internet marketing research
11. E-commerce
12. Non conventional marketing
13. Marketing di prossimità e mobile marketing
14. Web analytics
15. E-CRM
Readings/Bibliography
Marketing 4/ed
J. Paul Peter, James H. Donnelly, Jr., Carlo Alberto Pratesi
ISBN: 9788838666100
Marketing in rete 2/ed - Oltre Internet verso il nuovo Marketing di: Emanuela Prandelli, Gianmario Verona McGraw-Hill ISBN: 9788838663338Links to further information
http://corsodicrm.wordpress.com/
Office hours
See the website of Andrea De Marco