Customer Value Management – Bologna

• The module is mainly practical in its nature. Therefore, the best way to learn is actively participate in class discussion and laboratory exercises. Lecture slides can be used as a tool to support learning in class.

Argomenti del programma: This course explores key challenges in both business-to-business and business-to-consumer marketing from the perspectives of buyers and sellers, combining methodological and applied approaches. Students will learn how to apply data analysis techniques to marketing decision-making, with a strong focus on customer satisfaction, CRM, and customer profitability.