Master’s degree in Business Management (Vicenza)

Course not running

Relationship marketing

Course code
4S02487
Name of lecturers
Paola Signori, Federica Bressan
Coordinator
Paola Signori
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Site
VICENZA
Period
secondo semestre dal Feb 18, 2013 al May 24, 2013.

Lesson timetable

secondo semestre

Not inserted.

Learning outcomes

The aim of the course is to give to the student the tools to understand the theme of Relationship Marketing (RM)and Customer Relationship Management (CRM).
The RM is based on three main concepts: the relationship, the network and the interations between the enterprises, the market and the society.

Syllabus

TEXTBOOK:
Gummesson E., "Marketing Relazionale", Hoepli Ed. - ALL

- Relational approaches to marketing
- Classic market relationship
- Special market relationship
- Mega relationship
- Nano relationship
- Do RM and CRM pay?
- RM: teh network organization and the network society
- The genesis of RM and CRM
- RM and CRM provide a new paradigm

- new trends
- case studies

Assessment methods and criteria

oral exam


© 2002 - 2021  Verona University
Via dell'Artigliere 8, 37129 Verona  |  P. I.V.A. 01541040232  |  C. FISCALE 93009870234