75971 - Managing Satisfaction and Dissatisfaction

Learning outcomes

This module provides an overview of the most relevant areas that define the customer-firm direct and indirect relationships by adopting a quantitative approach.  The strong emphasis of the module on the marketing practice will be backed by an in-depth review of the relevant theories and a rigorous application of statistical methodologies. The module starts with the basic principles of market research by focusing especially on the analysis of consumer behavior. Accordingly, the main topics covered by this module will adopt a consumer-based perspective. At the end of the module, students will be able to:

 -       Take appropriate decisions in branding products and/or services basing on target consumers' perceptions;

-        Design and distribute customer satisfaction surveys and correctly interpret the results;

-       Detect the potential sources of dissatisfaction and undertake appropriate actions to handle customer complaints and to recover from service failures

-       Understand the impact and effectiveness of advertising and marketing communication tools with respect to the different marketing goals

-       Manage a sales force to accomplish the profitability goals set by the firm

-       Correctly use and maintain a customer database to drive the most relevant managerial decisions. 

Course contents

1) Marketing research and the study of consumer behavior

2) Managing products, services and brands

3) Services marketing and customer satisfaction measurement

4) Designing and distributing a survey for measuring customer satisfaction

5) Dissatisfaction, complaint handling and service recovery

6) Advertising and marketing communication

7) Sales force management: organizing and motivating the sales force

8) The customer database and its application in direct selling and Customer Relationship Management practice. 

Readings/Bibliography

Reading packet available at the local university copy center . The reading packet is protected by copyright, included in the final cost charged by the copy center. I am committed to the complete legality of the distribution of the course material.

Teaching methods

-       Traditional teaching with frontal lessons -  Class discussion of case studies and team-works

Assessment methods

Attending students(those participating in team-work assignments): -  50% written exam evaluation (the chapters on the topics discussed in the team-work assignments will be excluded from the exam program for attending students)  - 50% team-work assignment evaluation 

Non-attending students : 100% written exam evaluation

Teaching tools

-       Educator's slides - Case studies  - Team-works and class discussion

Office hours

See the website of Gabriele Pizzi