Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2021/2022
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
6
Year of study: 
2
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
48

Language

Italian

Course description

The Customer Experience Management course aims to deepen the knowledge of the new paradigms of the management of purchasing and consumption processes, which are actually oriented to the post-modern consumers who are increasingly looking for a symbolic as well as functional value. This new approach is defined customer-centric and it is based on the creation of experiences in which the individual is immersed in multiple environmental and social stimuli that positively or negatively impact on the reaction of consumers in terms of emotions and behaviours. However, this experiential approach also concerns the ability of companies to achieve customer satisfaction at every stage of their journey by working in this direction with the right touchpoints. The knowledge of the current consumer profile, considered not only a rational but also an emotional individual, is helping companies to generate new win-win management processes that maximize the creation of value for the customer and for the company itself. In the first part of the course the course aims at analysing the evolution of consumer demand, new choice behaviours, current paradigms and new target for companies. In the second part, the course will focus on the theoretical models of experience management and the analysis of empirical evidence that highlight the response of companies to the experiential approach. The learning objectives of the course can be as follows:
Knowledge and understanding: the students should be able to understand how the new consumption paradigms are changing the marketing management processes. Furthermore, they should be able to contextualize the theoretical models to the empirical evidences and be able to understand the management of the challenges with the new consumer targets.
Applying knowledge and understanding: at the end of the course, the students will be able to simulate configurations of experiential offers for consumer targets in different economic sectors and to be able to manage the different levers of experiential marketing.
Making judgements: once the main models of Customer Experience Management have been learned, the students will be able to understand the limits of each of them and use the tools learned in a critical way.
Communication: the students must be able to respond clearly and comprehensively to both the written test questions and those of the oral exam.
Learning skills: the students must demonstrate good learning skills by being able to deepen their knowledge on relevant bibliographic references relevant to the field under study. Furthermore, the student must demonstrate that they are able to apply the knowledge gained to management problems and to develop marketing choices in different market contexts.

Prerequisites

The course is addressed to master students in management. Students need to have basic knowledge in marketing and management, and also basic knowledge in International management would be appreciated

Syllabus

The course will analyses the following topics: Consumer behavior in a rational perspective (factors that influence purchase and consumption choices, phases and types of purchasing behavior); customer loyalty and customer relationships management. The post-modern consumers; the new consumption paradigms; the importance of emotions. The concepts of satisfaction, value and experience. Neuromarketing. The models of creation and management of the customer experience, the setting of the operational marketing levers in an experiential perspective; the concept of infidelity. The course is organized as follows:
Section I (24 hours):
Understanding of the paradigms and new scenarios related to the experiential approach in the creation of value for customers.
Section II (24 hours):
Analysis and critical review of the main study models of Customer Experience Management and contextualization in the business context

The course will analyses the following topics: Consumer behavior in a rational perspective (factors that influence purchase and consumption choices, phases and types of purchasing behavior); customer loyalty and customer relationships management. The post-modern consumers; the new consumption paradigms; the importance of emotions. The concepts of satisfaction, value and experience. Neuromarketing. The models of creation and management of the customer experience, the setting of the operational marketing levers in an experiential perspective; the concept of infidelity. The course is organized as follows:
Section I (24 hours):
Understanding of the paradigms and new scenarios related to the experiential approach in the creation of value for customers.
Section II (24 hours):
Analysis and critical review of the main study models of Customer Experience Management and contextualization in the business context.

Teaching Methods

The course will be organized in lectures, discussions of articles and research reports both in Italian and in English.

Textbooks

Ferraresi M., Schmitt Bernd H., (2014), Marketing esperienziale. Come sviluppare l'esperienza di consumo, Franco Angeli (Ed. 8), Milano
Quintano M., (2006), Consumer behaviour. Comportamento d’acquisto e fedeltà del consumatore, Liguori Editore, Napoli. (Capp. 2-3)
Oliviero N., Russo V., (2013), Psicologia dei consumi. MacGraw-Hill, Milano (Capp. 5-6).
Papers and Case studies provided by the Professor
For erasmus students or for those who want to study in English
1. Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2007). The concept of perceived value: a systematic review of the research. Marketing theory, 7(4), 427-451.
2. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.
3. Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
4. A. Sorrentino. (2020). Defining, measuring and managing consumer experiences, LONDON: Routledge

Learning assessment

All students will do an exam, which is formed by a written exam, and an oral exam. The grade is based on a 0/30 scale and will be the result of the two parts.

More information