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
Understanding business markets
– The nature of the exchange
– concentration and derived demand
– relationships and networks
Understanding business customers
– The organization as a customer
– Business buyer behavior
– Supply chain management
– Customer value and customer satisfaction
Marketing Strategy
– Strategic approaches to business markets
– Segmentation and Targeting
– Positioning and branding in BtoB
– Value processes in btob
– Relationship Portfolio Management
Managing Value
– Product
– Price
– Channel Management and Key account management
– Communication and Sales Management
READING LIST
Attending Students: Collection of articles and papers
Non Attending Students
R. BRENNAN-L. CANNING-R. MCDOWELL, Business-to-Business Marketing, Sage Publications, 2011,
2nd ed. (ISBN: 9781849201568).
TEACHING METHOD
Interactive lessons will be integrated with the discussion of research articles and
business cases.
ASSESSMENT METHOD
Written exame. Additional grades could be assigned for work groups.
NOTES
Attendance is strongly recommended.