The origins of Marketing.
Some definitions of Marketing.
Internal Marketing to create the culture of the Service.
Staff training plan: 4 phases (Analysis, Design, Verification and Final Evaluation)
Growth strategies: comparison Yesterday = Product Oriented Company, Today = Customer Oriented Company. What skills are needed to improve performance? Useful ideas to grow business value.
Collaborative work environment. The levers of the Marketing Mix: the 7 P.
Direct Marketing = use of Communication Tools that allows you to:
A) interacting with the market directly; B) measure the customer's satisfaction.
Tools used: Mailing, Telemarketing and the Internet (from the website to Social)
The comunication. Watzlawick: "it is impossible not to communicate because everything is communication, even silence!" (The 5 axioms of C.).
Communication = Contents, Tone of voice and Gesture
Lasswell model: Who, what, to whom, etc. Shannon-Weaver model: transmitter-receiver.
Jakobson model: evolution of the previous one (S.-W.) with the addition of Context, Language and Obstacles (e.g. disturbances).
Different types of C. = Mass and Custom. Importance of Listening.
Recent trends in corporate C.
Prerequisites for admission
No prior knowledge is required
- Slides a lezione
- Mamoli M. "Elementi per la Gestione delle Imprese, Marketing, Comunicazione e Pubblicità", Cleup Didattica, Padova, 2015.