- 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
At the end of the course the student knows the basic conceptual and quantitative tools needed to understand, analyze and build relationships that a company establishes withits market: the centrality of the customer, the study of purchasing behavior, segmentation processes and positioning, new product development and diffusion of innovation, pricing decisions, distribution and communication, loyalty and CRM as a tool to support the process of marketing, Internet marketing strategies, communication on the Internet and its tools The management of sales activities online.
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 and permission 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