Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2016/2017
Belonging course: 
Course of Bachelor's Degree Programme on STATISTICS AND INFORMATION TECHNOLOGY FOR BUSINESS MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
3
Cycle: 
Second semester
Hours of front activity: 
48

Language

Italian

Course description

The course aims to provide to students the main theoretical and conceptual knowledge and practical competencies more useful to management customers relationships in business to consumer (B2C) and business to business (B2B) markets. Students will be introduced to the principles of marketing management preparatory to Customer Relationship Management (CRM) and will deepen the fundamentals of the CRM strategy whose purpose is the construction of long-term relationships with the customer.
At the end of the course, the student will be able to understand the main corporate strategies to create value via customer relationships, to design and plan the mechanisms of a successful CRM system, and, finally, to treat and analyse customer data and information to improve customers’ satisfaction and loyalty.

Prerequisites

Essentials of general management and marketing.

Syllabus

Customer Relationship Management (CRM) is a business strategy aimed at building long-lasting and specific relationships with customers. The course illustrates the main theoretical, conceptual and practical aspects and issues of CRM. These points are critical for firms to achieve an effective and success management of business to business (B2B) and business to consumer (B2C) relationships. In particular, the following topics will be discussed during the course:
a) Managing the relationships with clients;
b) Relationships in B2B and B2C markets;
c) Satisfaction, trust and loyalty;
d) The value of the client within a relationship;
e) The relationship life-cycle: theories and models.

Customer Relationship Management (CRM) is a business strategy aimed at building long-lasting and specific relationships with customers. The course illustrates the main theoretical, conceptual and practical aspects and issues of CRM. These points are critical for firms to achieve an effective and success management of business to business (B2B) and business to consumer (B2C) relationships. In particular, the following topics will be discussed during the course:
a) Managing the relationships with clients;
b) Relationships in B2B and B2C markets;
c) Satisfaction, trust and loyalty;
d) The value of the client within a relationship;
e) The relationship life-cycle: theories and models.

Teaching Methods

The course will be organised in frontal lessons, discussions of case studies, in-class reading of papers and group project works (focus-group).

Textbooks

Buttle, F. and Ornati M. (2016), Customer Relationship Management. Teorie e tecnologie, Franco Angeli, Milan (Ch. I-IX).

Further study material will be suggested during the course.

Learning assessment

Written and oral exams (both compulsory).

More information

Expected learning outcomes
Knowledge and understanding:
Students will demonstrate to know the main theoretical models, concepts and managerial practices of Customer Relationship Management.

Applying Knowledge and understanding:
Students will demonstrate to know how to apply the theoretical models and/or managerial practices learned within a real-world organisational context.

Making judgments:
Students will demonstrate the ability to choose between different theoretical models and/or managerial practices the ones most appropriate in the context proposed by the teacher.

Communication:
Students will demonstrate the ability to communicate the notions learned in a clear and appropriate way in specific professional contexts.

Lifelong learning skills:
Students must demonstrate a good capacity of learning and application of the notions, models and concepts learned during the course.