32252 - International Distribution and Marketing Models

Learning outcomes

After attending this course, the student will be able to theoretically understand and apply marketing models that are useful for marketing managers, such as pricing models, response models to marketing investments, and advertising response models. In addition, the student will be able to manage distribution choices, both in a B2B context and in a consumer goods context. Lastly, the course provides some analytic tools  to guide the choice among new distribution channels, especially those related to new technologies.

Course contents

Retail business is service business: the service economy. Producing and delivering services: the servuction model. 

Customers roles in the service delivery system. Managing customer participation.  

Employees role in service delivery. Roles and functions of contact employees

The stakes of loyalty

Issues in customer satisfaction

Service strategy

Going Global in Services

Readings/Bibliography

Collection of selected readings extracted from italian and english textbooks available at "Asterisco" Via Belle Arti 35 (next to the Bigiavi library)

Looking for the street? Go to:

http://www.unibo.it/CMSUniboWeb/UniboMappe/

Teaching methods

Lessons on the topics of the syllabus 

Case study analysis

Assessment methods

Written exam featuring one or a combination of the followings:

open-ended questions,  exercices,  definitions

Teaching tools

Slides. Slides are not distributed to students as they only serve as a track to discuss the issues that  are developed in the recommended readings.

Talks of invited speakers (managers and academics)

Links to further information

http://www2.sa.unibo.it/docenti/chiara.orsingher/

Office hours

See the website of Chiara Orsingher

See the website of Sara Valentini

See the website of Gaetano Puglisi