- Docente: Marco Visentin
- Credits: 5
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Statistical, Financial and Actuarial Sciences (cod. 8613)
Learning outcomes
The course aims at
providing some basic tools, both
conceptual and practical, necessary
for understanding, analyzing and managing the relationships between an
insurance company and its target market.
In particular, the student will
be able to:
- understand the buying behaviors
- face segmentation and positioning issues
- plan the development of new insurance products and their commercialization
Course contents
- The marketing environment
- Consumer behavior
- The 4Ps of marketing
- The strategic sequence of segmentation, targeting and positioning
- The development of new products
- The product's lifecycle
- Relationship Marketing
- The customers in the banking and insurance sector
Readings/Bibliography
The teaching material (or bibliographic references) will be
provided during the course. Useful reference are:
- Bagozzi, R.P. (1998) "Fondamenti di Marketing", Il Mulino.
- Visentin, M. (2012) "Customer Relationship Management", Bononia University Press.
- East, R. (2012) "Comportamento del Consumatore", Apogeo.
Teaching methods
The method in detail will depend on the number of participants to the course. The course will comprise the discussion of some scientific paper and the practical application of statistical models.
Assessment methods
Written test and eventual oral test.
Teaching tools
The course is based on traditional lessons. The discussion of
academic articles will be an important part of the course.
Practical lessons may take place.
Office hours
See the website of Marco Visentin