Marketing Unical

Marketing Unical Lezioni e Esercitazioni di MARKETING

17/12/2024

Lecture 11 (Place and Distribution, Part II): Channel Distribution Objectives and Functions, Discrepancies and contact efficiency, Channel economic utility, Supply Chain and Marketing Channels, The Retail Industry, Marketing factors of retailing, the 6 P's of retailing, presentation, personnel, Tests and exercises

16/12/2024

Lecture 10 (Pricing, Part III): Bundle pricing, Arbitrage prevention, Sales tactics and pricing in B2B, Price structure changes.
Lecture 11 (Place and Distribution, Part I): History of Distribution Role, Marketing channel, Partners arrangements and economic relantionships, Channel Distribution Functions and economic actors.

10/12/2024

Lecture 10 (Pricing, Part II): Markup pricing,Cost-plus pricing, Rate-of-return pricing, Break-even Price, Skimming price, Environmental influences on pricing, competition-based pricing, Demand-based pricing, Demographic factor, Psychological factors, Price elasticity, Demand-based pricing, Differential pricing, assumptions and motivations, market's consumer surplus, Differential pricing, price discrimination of first, second and third degree,

10/12/2024

Lecture 10 (Pricing, Part I): The competitive price system, The Customer's View of Price, Business view of Price, Pricing strategy,Profit-Oriented Pricing, Competitor-Oriented Pricing, Customer-Oriented Pricing, Image oriented Pricing,

03/12/2024

Lecture 9 (Product Marketing, Part I): Goods and services, Service characteristics, Product mix and line, Product Manager and product marketing manager, Product perspectives, Perceived Quality attributes, The perceived quality process, Perceived quality and value, Customer (dis)satisfaction, The Expected Value Model, Expected Value determinants, Perceived Value determinants, product concept levels, Exercises, Case studies, tests and exercises.

02/12/2024

Lecture 8 (Integrated Marketing Communications, Part III): Sales Promotion, Trade Promotion Techniques,Consumer Sales Promotion Techniques, Public Relations, Direct and Digital Marketing, Personal Selling, Case studies, Tests and Polls.

26/11/2024

Lecture 8 (Integrated Marketing Communications, Part II):The Role of Promotion in the Marketing Mix, Push and Pull Strategies, Integrated Marketing Communications, the AIDA model, the purchase Funnel in AIDA model, Promotional Campaign Objectives, Advertising, the message, Allocation Question, Expenditure Question; Exercises, tests and polls

19/11/2024

Lecture 8 (Integrated Marketing Communications, Part I): The Communication Process, Marketing Communication Objectives and functions, Persuasive communication, Cialdini's model, nudges and other communication techniques, Case studies, examples and Polls

18/11/2024

Lecture 6 (Relational marketing and CRM, Part II): Operational CRM, Marketing mix operations, Sales force management, Customer service operations, Analytical CRM, Customer-related data capture, Data aggregation, DWH, Business Intelligence, Data mining, OLAP, Statitistical Analysis. Exercices and tests.
Lecture 7 (The STP model, Part I):The STP model and its advantages, introduction to market segmentation, segmentation variables,segmentation desideratum and approaches, analysis and methods

18/11/2024

Lecture 5 (Organizational Buying): Business vs. Consumer purchasing, B2B Marketing Perspective, Organizational Buying Strategy, Kraljic model, Organizational Buying Process (OBP) situations, OBP stage-model, Environmental influence Factors, organizational influence Factors, (De-)Centralized Buying, Behavioral Influences, Exercises, tests and polls

18/11/2024

Lecture 7 (The STP model, Part II): A Priori and Post Hoc Segmentation, Regression-based Segmentation, Post hoc Segmentation Process, Hierarchical Methods for Clustering, Targeting, Segment Evaluation criteria, market coverage strategies, positioning, position map, position statement, examples, case studies and polls.

11/11/2024

Lecture 6 (Relational marketing and CRM, Part I): Transaction-Based and Relationship Marketing, Personalized Marketing, The learning relationship, Customer Relationship, Customer Lifecycle Value, Customer relationship management, CRM perspectives, Strategic CRM, customer/need matrix, Mass customization,

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