3rd Year Seminar: Marketing and Sales
A.Y. 2024/2025
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.
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.
Lesson period: year
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
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).
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.
Professor(s)
Reception:
Student reception: before and after lessons, by appointment by e-mail
Classroom