Download Customer-based Marketing Strategies

Customer-based Marketing Strategies
PROF. ANNALISA TUNISINI; PROF. DANIELA CORSARO
COURSE AIMS
In recent times, companies are experiencing an increased level of complexity in
managing their markets, due to different causes: globalization, digitalization,
technological development and new forms of social interaction. In the new
competitive context, customer-based marketing strategies aimed at capturing
customer value expectations and generating and delivering expected value to
customers have assumed a primary role for the company’s long-term successful
market positioning. This course builds up on basic marketing concepts and
provides students with recent and updated developments on customer based
marketing strategies with particular attention to business market contexts.
COURSE CONTENT
Fundamentals of business-to-business marketing
– Business-to-Business Markets and Marketing
– Buyer Behavior
– Inter-Firm Relationships and Networks
Business-to-business marketing analysis and strategy
– Business-to-Business Marketing Strategy
– Researching Business-to-Business Markets
– Business Market Segmentation
Communicating and interacting with customers
– Market Communication
– Relationship Communication
– Relationship Portfolios and Key Account Management
Managing marketing processes
– Managing Product Offerings
– Routes to Market
READING LIST
R. BRENNAN-L. CANNING-R. MCDOWELL, Business-to-Business Marketing, Sage Publications, 2011,
2nd ed., ISBN: 9781849201568
Integrative materials will be provided and discussed in class. For attendant students some
parts of the book can be replaced by such integrative materials and by the development
of research projects.
TEACHING METHOD
Interactive lessons will be integrated with the discussion of research articles and
business cases.
ASSESSMENT METHOD
Written exame. Additional grades will be assigned for work groups.
NOTES
Attendance is strongly recommended.
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice
board.