Basic knowledge of management and marketing.
In particular, the concepts of: value, market, demand, segmentation, targeting, positioning, operational marketing, marketing audit.
The course is mainly developed through lectures. Guided exercises with subsequent group discussion are planned. Further interactive activities concern the discussion of cases and some insights through seminars on specialized and frontier topics.
In-depth study of the key issues of marketing management in terms of value creation, for the company and for the customer.
The course aims to give students access the central role of marketing for the firm. The course focus is on creating value for the customer. Will be in depth the analytical knowledge about the right perception and interpretation of market change signals and the formulation of a balanced value proposition.
At the end of the course, students will understand the links between the value for the customer, breadth and quality of market relations, the value for the firm (shareholders’ view) and the resources available to the continuous enhancement of the value proposition.
CREATING AND DELIVERING YOUR VALUE PROPOSITION: MANAGING CUSTOMER EXPERIENCE FOR PROFIT, Barnes C., Blake H., Pinder D, 2009.
The exam consists of an oral interview on the key topics of the course.
The interview, lasting about twenty minutes, is aimed at stimulating the student's analysis and problem solving skills and not only at verifying knowledge of the topics.
The questions will refer to the following topics: value creation, customer loyalty, customer satisfaction, value proposition, customer relationship management, customer value for the company.
• What is a value proposition?
• The value-focused approach
• Creating your value proposition
• Value Proposition Builder
• Value proposition template and value proposition statement
• Message development
• Starting and sustaining
• The value-focused enterprise