3rd year seminar: marketing and sales

A.Y. 2021/2022
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

More specific information on the delivery modes of training activities for academic year 2021/22 will be provided over the coming months, based on the evolution of the public health situation.
Course syllabus
The origins of Marketing.
Some definitions of Marketing.
Internal Marketing to create the culture of Service.
Staff training plan: the 4 phases (Analysis, Design, Verification and Final Evaluation)
What skills are needed to improve performance? Useful ideas for growing company value.
Collaborative work environment. The levers of the Marketing Mix: the 10 P model (from the Product to the P / sales "Service").
Direct Marketing = use of Communication Tools that allow you to:
A) interacting with the Market directly; B) measure the satisfaction of the customer.
Tools used: Mailing, Telemarketing and Internet (from the website to social networks)
The comunication. Watzlawick (1967): "it is impossible not to communicate because everything is communication, even silence!" (the 5 axioms of C.). Communication = Contents, Tone of the voice and Gestures
Different types of Communication = Mass and Personalized C. Importance of Listening.
Lasswell model: Who, what, to whom, etc. Shannon-Weaver model: sender-receiver.
Jakobson model: evolution of the previous one (S.-W.) with addition of Context, Language and Obstacles (e.g. disturbances & noises).
Prerequisites for admission
No prior knowledge is required
Teaching methods
Frontal lesson. During the lessons some case studies will be analyzed.
Teaching Resources
Per chi è interessanto ad un approfondimento personale, consigliamo la lettura di: Mamoli M., Gestire le Imprese nel XXI° secolo. Il contributo del Marketing e della Comunicazione, Cleup, Padova, 2019.
Assessment methods and Criteria
There are no verification tests, but only the frequency.
- University credits: 1
Lessons: 10 hours
Professor: Mamoli Massimo
Professor(s)