Course Unit Page
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Teacher Daniele Rimini
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Credits 8
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SSD SECS-P/08
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Teaching Mode Traditional lectures
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Language Italian
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Campus of Bologna
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Degree Programme First cycle degree programme (L) in Management and Marketing (cod. 8406)
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Course Timetable from Sep 20, 2021 to Dec 13, 2021
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.
Academic Year 2021/2022
Learning outcomes
At the end of the course, the student is able to understand the theoretical concepts and empirically apply models, tools and techniques for customer analysis and for the functioning of the marketing of product companies towards intermediaries, marketing of commercial enterprises and carried out by goods and services companies offered to other companies.
Course contents
The increasing level of competition that organizations continually face has drastically changed the traditional personal sales system. Key or strategic accounts have become one of the most important corporate assets and fortunately this in the current emergency phase is helping many companies to sustain themselves.
Moreover, the "80/20" rule (according to which 80% of sales is achieved by 20% of the customer portfolio) means that "key customers" require more careful management than others, due to their "weight" and the need to maintain a very high level of satisfaction to give greater guarantees for the future. Building a strong relationship, which is the basis of a lasting relationship, involves a level of attention and "customization" that cannot be guaranteed to the same extent to all the company's customers.
These are the main issues that will be addressed during the course:
Customer orientation in the KAM
The KAM relational model
Building loyalty and managing the Customer Plan
The focus on the retailer customer
The characteristics of trade marketing
How to analyze and manage relationships with distributors
Readings/Bibliography
The readings and bibliography will be communicated at the start of the course.
Teaching methods
During the course, traditional lessons will be alternated with case discussion and exercises. The intervention of guest speakers and company witnesses is also foreseen.
Assessment methods
The final evaluation will consist of an assessment of assigment and group work that will be assigned during the lessons and an evaluation of a final written test.
The weights of the assessments will be communicated at the start of the course.
Office hours
See the website of Daniele Rimini
Alumni