- Docente: Fabio Guido Ulderico Ancarani
- Credits: 4
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Forli
- Corso: Second cycle degree programme (LM) in ECONOMICS AND BUSINESS ADMINISTRATION (cod. 0906)
Learning outcomes
The aim of the course is to explain the process of customer value creation and to develop methodologies and tools in order to analyse, measure and manage customer value, in order to define appropriate marketing strategies and customer value management strategies.
At the end of the course the student will be able to:
- analyse the drivers of customer value
- measure customer perceived value
- undestand the most important marketing strategies aimed at creating and increasing customer and company value
Course contents
1. Value for the customer, value of the customer, value of the company. The critical role of marketing strategies
2. Customer value analysis. The qualitative analysis of customer value
3. The measurement of value for the customer. EVC, fishbein technique, conjoint analysis
4. Customer value management
5. Marketing strategies for customer value management
Readings/Bibliography
Ancarani, F., Busacca, B., Costabile, M. (2009), "Marketing Metrics", in Woodside et alii (eds), Advances in Business Marketing, Elsevier.
Teaching methods
Traditional teaching with case discussion and companies speeches
Assessment methods
Written final exam
Workgroup during classes
Teaching tools
Additional teaching material will be provided during the semester
Office hours
See the website of Fabio Guido Ulderico Ancarani