Argomenti del programma: ϖ Understanding the dematerialization of consumption and its impact on global economy; ϖ Creating service products and building brand equity; ϖ Services environment: Feelings as a main driver of customer responses; ϖ The human factor: Management of human resources for service advantage; ϖ Understanding demand and managing capacity: The psychology of waiting time; ϖ Service pricing strategies; ϖ The services…
Argomenti del programma: The course aims to develop students’ abilities to understand: • Planning process, marketing strategies’ analysis and definition – referring to the trilogy segmentation – targeting –positioning in an advanced perspective. • The management of products, brands, distribution channels, marketing communication and pricing policies. • Models and processes of marketing planning and performance measurement.
Argomenti del programma: Il corso è volto a sviluppare la capacità dello studente di comprendere: • il modo in cui i consumer insights sono legati alla strategia di marketing • il processo di analisi e definizione delle strategie di marketing con riferimento alla trilogia segmentazione – targeting - posizionamento in un’ottica avanzata • la gestione di prodotti, marche, canali distributivi, comunicazione di marketing e politiche di prezzo •…
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