Download Customer-based marketing strategy

Customer-based marketing strategy
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
PART I: The environment of business marketing.
1. A Business Marketing Perspective.
2. The Business Market: Perspectives on the Organizational Buyer.
PART II: Managing relationships in business marketing.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets.
PART III: Formulating business marketing strategy.
5. Business Marketing Planning: Strategic Perspectives.
6. Business Marketing Strategies for Global Markets.
7. Managing Products for Business Markets.
8. Managing Innovation and New Industrial Product Development.
9. Managing Services for Business Markets.
10. Managing Business Marketing Channels.
11. Supply Chain Strategies.
12. Pricing Strategy for Business Markets.
13. Business Marketing Communications: Advertising and Sales Promotion.
14. Business Marketing Communications: Managing the Personal Selling
Function.
PART I V: Evaluating business marketing strategy and performance.
15. Marketing Performance Measurement.
READING LIST
Attending Students: Selected chapters from the book along with course slides available on
blackboard.
Non Attending Students: Whole book.
M.D. HUTT-T.W. SPEH (2013), Business marketing management: B2B / Mason: South-Western
Cengage Learning, cop., 11th ed.
TEACHING METHOD
Interactive lessons will be integrated with the discussion of research articles, business
cases and seminars.
ASSESSMENT METHOD
Written exam: 5 open questions of which 2 general and 3 specific. Additional 3 grades
could be assigned for work groups.
NOTES
Attendance is strongly recommended.