Department of Marketing

Via Rntgen 1

I - 20136 Milan

20216 - MARKETING MANAGEMENT ADVANCED

COURSE CONTENTS A.Y. 2016-2017

Class 5

TEACHERS: Proff. Alessandro Arbore and Cristian Chizzoli

Day

Hours

Monday
Wednesday

12.30-14.00
12.30-14.00

Classroom
N35
N35

Course Description and Objectives:

The course deals with key marketing processes and highlights the strong links between
the customer value and the economic value of the firm,. Through this approach, the
fundamental interrelationships between marketing and other business functions (R&D,
production, finance, etc.) will be underlined, pointing out the key role that the marketing
orientation has in the companys growth. In particular, after having reconstructed the
evolutionary trends in demand and competition, as well as their implications for
marketing, the following topics will be developed:
- The contribution of marketing to the creation of corporate value;
- The strategies for developing market share and profitability;
- The analysis of customer value;
- The measurement of customer value;
- The link between customer value and customer satisfaction;
- The strategies for increasing customer satisfaction;
- The link between customer satisfaction, customer loyalty and customer equity.
The course will adopt interactive teaching methods, aimed to transmit specialized
knowledge and to develop the skills and personal attitudes of innovative listening and
learning. The engagement in group projects will also enable students to develop their
ability to manage stress, initiative and leadership. The comparison with the business
practice is further reinforced with the sessions "Marketing in Action", which will offer
examples, cases and interventions focused on particularly significant corporate
marketing experiences.
Course Material:
Attending students
B. Busacca, C. Chizzoli, D. Raccagni, Customer Value Analysis, Egea 2014;
R. Best, Market-based Management, Pearson (selected chapters).
Non - Attending students
- B. Busacca, C. Chizzoli, D. Raccagni, Customer Value Analysis, Egea 2014;
- R. Best, Market-based Management, Pearson.
- V. Kumar, Managing Customers for Profit: Strategies to Increase Profits and Build
Loyalty, Pearson Prentice Hall, 2008

Department of Marketing
Via Rntgen 1

I - 20136 Milan

Detailed Description of Assessment Methods

Attending students
Grades will be computed as follows:
1.Written examination: 70% of the overall grade
2.Final group project - 30% of the overall grade
The final grade will be calculated averaging the group assignment grade with the final
written exam grade
Written examination: 70% (22 points);
In-class, closed-books final exam. The exam consists of a series of conceptual
questions and exercises covering the whole course program, based on the material
provided by the instructor and the textbooks for Attending Students.
The written exam aims to evaluate:
- knowledge of the analytical models and their managerial implications;
- ability to use these models to address concrete managerial problems;
- ability to use measurement techniques and analytical models to concrete cases.
Group project: 30% (9 points);
On field project, evaluated according to the following criteria:
-

theoretical definition of the problem;

workflow management;
data collection;
data analysis and findings;
conclusion, implications, and generalization;
autonomy and creativity in the project development.

The grade referred to the group assignment will be valid for the three exam calls within
the current academic year.

Non - Attending students

Written exam - 100%
Their evaluation is based on a final written exam composed of conceptual questions and
exercises across the topics covered by the whole program, as per the textbooks for Non
Attending Students.

Sess.

Date

Topic

Prof.

Reference

09/07

CC

Best, chapter 2

09/12

CC

CVA, chapter 1
Best, chapter 2

09/14

LEARNING CHECK:
Market share analysis and development
Strategies for growth: focus on profitability

CC

CVA, chapter 2
Best, chapter 2

09/19

LEARNING CHECK:
Price analysis and management

CC

CVA, chapter 3
Best, chapter 8

09/21

Marketing in Action
Project Kick-off

CC

09/26

Value for the Customer: definition, importance

and articulation

CC

CVA chapters 4-59-10

Best, chapter 4

09/28

Value for the Customer: motivating system

CC

CVA chapters 4-59-10

CC

CVA chapters 4-59-10

Course Introduction.
Marketing contribution to firms value creation
Strategies for growth: focus on market
development
Strategies for growth: focus on market share

Value for the Customer: perceptive and

evaluation system
8

10/03
LEARNING CHECK:
Cognitive structure and Evaluation procedures
Marketing in Action

10/05

CC

10

10/10

LEARNING CHECK:
Economic Value for the Customer

CC

11

10/12

Marketing in Action

CC

12

10/24
h. 10.30

13

10/24
h. 12.30

14

10/26
h. 10.30

15

10/26
h. 12.30

Measuring the value: the economic advantage

CVA, chapter 6
Best, chapter 8

Measuring the value: Fishbein model

LEARNING CHECK:
Multi-attribute models

AA

Marketing in Action

AA

CVA, chapter 7

Measuring the value: Conjoint Analysis model

LEARNING CHECK:
Conjoint analysis

AA

Marketing in Action

AA

CVA, chapter 8

Measuring the value: Hybrid model

16

11/02

17

11/07

Marketing in Action
Creating new value curves: the blue ocean tool

AA

11/09

From customer value to customer satisfaction

and customer loyalty
LEARNING CHECK:
Customer satisfaction

AA

18

LEARNING CHECK:
Hybrid model

AA

CVA, chapter 8

CVA, chapter 11

19

11/14

Managing the external gap: segmentation,

targeting and positioning

AA

CVA, chapter 11
Best, chapter 5-7

20

11/16

Marketing in Action
Customer satisfaction, loyalty, and acquisition:
offensive marketing strategies at Amazon

AA

CVA, chapter 12

21

11/21

From customer acquisition to customer

retention: overview of the main defensive
marketing strategies

AA

Best, chapter 11

22

11/23

End of the course

Blending the customer-based view with the
competition based view.

AA

Notes from tutors

23

28/11

Project Presentation

CC

24

30/11

Project Presentation

AA

Office hours
Office hours are available at: (http://www.uni-bocconi.it > Quick Reference for > Current
Students > Timetables, Calendars and Rooms > Student consultation hours.
Segreteria Marketing
Via Roentgen, 1
Ph.. 02.5836.3735-6806-3694
Teaching Material
The slides of the lecture will be available on the weblearning space dedicated to the course. To
access the weblearning you need to connect to the site of Bocconi University
(www.unibocconi.it), scroll down on the "Education" section and select the "E-learning at
Bocconi." At this point, click on the link "Go to the page of the online courses." Enter the section
dedicated to the Master of Science programs in the first semester and choose, finally, your own
class. Each student will access the material using his/her username and password.
Rules of the game
Each student is free to choose whether or not to attend the course. Students are recommended
to regularly attend and actively participate in lectures and discussions of business cases. The
latter will be adequately prepared for the purposes of a fruitful discussion in the classroom.

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