3rd year seminar: marketing and sales

A.Y. 2020/2021
1
Max ECTS
10
Overall hours
Language
Italian
Learning objectives
Provide students with basic knowledge so that they can try in practice during the activity, in particular, learning to manage the relationship with the User / Customer, through 2 moments: Listening and Post-assistance.
Expected learning outcomes
Knowledge of:
The origins of Marketing. Some definitions of Marketing.
Internal Marketing to create the Service's culture.
Training Plan for Personnel: the 4 phases (Analysis, Planning, Verification and Final Evaluation)
What skills do you need to improve performance? Useful ideas to increase company value.
Collaborative job environment. The Marketing Mix: the 7 P (from the Product to the Service P / sale)
Direct Marketing = use of Communication Tools that allow:
A) to interact with the Market directly; B) to measure customer satisfaction.
Tools used: Mailing, Telemarketing and Internet (from the website to Social networks)
The communication. Watzlawick (1967): "it's impossible not to communicate because everything is communication, even silence!" (The 5 axioms of C.).
Communication = Content, Tone of voice and Gesture
3 Models: Lasswell, Shannon-Weaver, Jakobson.
Different types of C. = Mass and Custom Communication. Importance of Listening.
Course syllabus and organization

Single session

Responsible
The lessons will be held on the Microsoft Teams platform and can be followed both synchronously on the basis of the first semester timetable and asynchronously because they will be recorded and left available to students on the same platform
Course syllabus
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
Teaching methods
frontal lessons, teamwork
Teaching Resources
- Slides a lezione
- Mamoli M. "Elementi per la Gestione delle Imprese, Marketing, Comunicazione e Pubblicità", Cleup Didattica, Padova, 2015.
Assessment methods and Criteria
Pratice test
- University credits: 1
Lessons: 10 hours