INFORMAZIONI SU

Marketing relazionale

Programma dell'insegnamento di Marketing relazionale - Corso di laurea magistrale in Economia aziendale (2012/13)

Docente

prof. Andrea Moretti andrea.moretti@uniud.it

Crediti

6 CFU

Department

Department of Economics and Statistics

Programme

Main topics

  • Relationship Marketing: evolution and perspectives
  • ICT, Internet and business strategy: the web in a strategic, cognitive and relational perspective
  • Marketing strategy on line and the Internet marketing plan
  • Marketing on line
  • Communities and Community management
  • Monographic seminar about “The brand and online branding”
  • Business Cases poject work for attending studnets

ATTENDING STUDENTS: attending students are those who attend class lessons, business cases presentations, the monographic seminar, and partecipate to work groups
NOT ATTENDING STUDENTS: NOT attending students are those who, even if attending class lessons and/or the monographic seminar, do not participate to work groups

  • GROUP PROJECT WORK: ONLY FOR ATTENDIG STUDENTS
  • Objective of the group work is
    to develop a Web marketing plan aimed at improving an existing business site;
    it is specifically required an online communication plan focused on the word of mouth technique
  • The project will be presented:
    through slides (with teaching notes) (Power Point or similar)
    in English
  • Deliveries:
    Class discussion: last weeks (13-22 December)
    Final project: within the first exam session
  • Group works will be evaluated and be part of the total exam evaluation (0.35 weight)

References for attending students

  • Sheth J.N., Parvatiyar A. (eds.), Handbook of Relationship Marketing, Sage, 2000 – chapters:1, 2, 3, 4, 5, 7, 20, 23 **
  • Harris L., Dennis C., Marketing the e-Business, Routledge, 2nd ed. 2008 **
  • Chaffey D. et al., Internet Marketing, Prentice Hall, 2006 *
    –5 (p. 231-237): Price
    –8 (p. 373-386): Search engine marketing
  • Sernovitz A., Word of mouth marketing, Kaplan, 2009, chapters 1-2-3-4, pp.1-66 (testo di supporto alle slide) *
  • Kapferer J.N., The new strategic brand management, Kogan Page, 2008, chapters: 1-2-7*
  • Kapferer J.N., Re-inventare la marca, FrancoAngeli, 2002 capp. 9 e 16*
  • Micelli S., Imprese, reti e comunità virtuali, Etas, 2000, cap.3 pp 91-121 (testo di supporto alle slide)*
  • Verona G., Prandelli E., Collaborative innovation, Carocci, 2006 – chapter 6 “Comunità virtuali”, pp. 143-163*
  • Anderson C., “The long tail”, Wired, october 2004
  • Hagel J., Armstrong A., “The real value of on line communities”, Harvard Business Review, May-June 1996
  • O’Guinn T.C.O., Muniz A.M. Jr, “Collective Brand Relationships”, in MacInnins D. et al., Handbook of Brand Relationships, Sharpe, 2009 – cap.9*
  • Porter M., “Strategy and the Internet”, Harvard Business Review, March 2001
  • Rullani E., “New/net/knowledge economy: le molte facce del postfordismo”, Economia e politica industriale, n.110, 2001
  • Teaching notes and slides

References for non-attending students

  • Sheth J.N., Parvatiyar A. (eds.), Handbook of Relationship Marketing, Sage, 2000 – chapters:1, 2, 3, 4, 5, 7, 20, 23 **
  • Harris L., Dennis C., Marketing the e-Business, Routledge, 2nd ed. 2008
  • Selected chapters from Chaffey D. et al., Internet Marketing, Prentice Hall, 2006 *
    - 4 (p. 151-213): Internet marketing strategy
    - 5 (p. 231-237): Price
    - 6 (p. 256-297): Relationship marketing using the Internet
    - 8 (p. 373-386): Search engine marketing
  • Sernovitz A., Word of mouth marketing, Kaplan, 2009, chapters 1-2-3-4, pp.1-66 *
  • Kapferer J.N., The new strategic brand management, Kogan Page, 2008, chapters: 1-2-7 *
  • Kapferer J.N., Re-inventare la marca, FrancoAngeli, 2002 capp. 9 e 16 *
  • Micelli S., Imprese, reti e comunità virtuali, Etas, 2000, cap.3 *
  • Verona G., Prandelli E., Collaborative innovation, Carocci, 2006 – chapter 6 “Comunità virtuali”, pp. 143-163 *
  • Anderson C., The long tail, Wired, october 2004
  • Dye R., The Buzz on Buzz, Harvard Business Review, November-December, 2000
  • Hagel J., Armstrong A., The real value of on line communities, Harvard Business Review, May-June 1996
  • O’Guinn T.C.O., Muniz A.M. Jr, “Collective Brand Relationships”, in MacInnins D. et al., Handbook of Brand Relationships, Sharpe, 2009 – cap.9 *
  • Porter M., Strategy and the Internet, Harvard Business Review, March 2001
  • Rullani E., New/net/knowledge economy: le molte facce del postfordismo, Economia e politica industriale, n.110, 2001
  • Teaching notes and slides

Exam

Individual oral exam