- Docente: Marco Visentin
- Credits: 6
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
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Corso:
Second cycle degree programme (LM) in
Statistical, Financial and Actuarial Sciences (cod. 8877)
Also valid for First cycle degree programme (L) in Finance, Insurance and Business (cod. 8872)
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
- Introduction to marketing and consumer behavior
- The 4Ps of marketing
- Service marketing and the insurance industry
- The strategic sequence of segmentation, targeting and positioning
- The development of new products and 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:
- J.-J. Lambin (2008) "Market-driven management", McGraw-Hill
- 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. Practical lessons may take place.
Assessment methods
Group work assessment. Optional oral exam.
Office hours
See the website of Marco Visentin