Marketing II (Business-to-Business - Marketing of Services)
PROF. ANNALISA TUNISINI; PROF. ALESSANDRA TZANNIS
COURSE AIMS
In the last few decades, marketing has increasingly concentrated on developing
strategies and techniques aiming to guarantee to the people involved in the sector
the tools capable of taking into account the specific aspects of the services sectors
and business-to-business sectors.
The course supplies conceptual and analytical/operational tools useful for
understanding and managing customers in industrial and service markets.
COURSE CONTENT
FIRST PART: Marketing business to business (Prof. Annalisa Tunisini)
– The characteristics of business-to-business markets, the role and the marketing
organisation.
– The characteristics of customer-supplier relationships in business markets and
inter-organisational networks.
– The business as a customer and the processes of creating value for the
customer's satisfaction.
– Product, distribution, communications and price strategies.
– Market segmentation and customer portfolio management.
– Differentiation of supply and technological-organisational decisions.
SECOND PART: Marketing of services (Prof. Alessandra Tzannis)
– The services sector: structure, dynamics and trends.
– From the marketing of services to the marketing within the logic of service:
toward a broader-based perspective.
– The new role of the customer as co-creator.
– Quality in services: from quality perception to quality management
– Innovating in service logic.
– The delivery process: planning and managing the customer experience.
– The role of personnel: internal marketing.
READING LIST
R. FIOCCA-I. SNEHOTA-A. TUNISINI, Marketing Business-to-Business, McGraw-Hill, Milan, 2009 (for
Part 1 of the course programme).
V. ZEITHAML-M.J. BITNER-D.D. GREMLER, Marketing dei servizi, McGraw-Hill, Milan, 2012, 3rd
edition (for part 2 of the course programme).
For students attending the course parties and book chapters will be replaced by research
material
discussed
in
classroom
and
available
on
Blackboard,
http://blackboard.unicatt.it, [Marketing 2 (Business to business - marketing dei servizi)
(2014-2015)].
TEACHING METHOD
Interactive lessons, discussions of case studies, presentations by corporate managers.
ASSESSMENT METHOD
The examination will be a written test. The grade of the written test, if passing, may be
supplemented (at the student's choice and in agreement with the lecturers) with an interview
and/or individual papers to be agreed with the professors. Any interviews will only be done
on the date for the registration of the written examination results. The examination is to be
taken as a whole. The single grade will be the average of the two modules grades. Should a
student not pass the examination with reference to one module, the entire examination must
be taken again.
Additional information about the examination will be published on Blackboard and
made available at the beginning of the course.
NOTES
Students taking this course are expected to have knowledge about Marketing course
contents taught for the three-year programme (degree in Economics and Business
Management).