Degree Course: MARKETING E QUALITA' (LM-77) Syllabus for A.Y. 2018/2019  

OBJECTIVES AND DESCRIPTION OF THE COURSE



This training allows the students to acquire the competences and the knowledge necessary for the evaluation in business of the Big Data: what they are, how they are analysed and used in order to increase the business performances. Today the purchase of a good or service doesn't exclusively depend on the relation quality / price or price / performances, the customer experience has become an object of fundamental analysis for every type of enterprise. Today a firm can increase the sales and the billing thanks to the ability to offer its own products or services at the right moment, in the right place, to a specific person, by using the right channel. The attention has moved from the product to the consumer: all rotates around him and for this reason it is necessary to have an analysis of his needs but, above all, of his expectations, with the purpose to build an offer ad hoc to maximize the probabilities of purchase. The digital era and the Internet of Things provide the firms with all the necessary tools to supervise each phase of the Customer Journey getting great amounts of data useful to improve the Customer Experience, to direct the business strategy and to get valid economic return. At the end of this training the student will have acquired the necessary knowledge to develop a business strategy using the Big Data in order to analyse the consumer and his purchase behaviour. In short the training will allow the student to:







- evaluate the impact of the Big Data at technological and managerial level, including the level of analysis of the consumer behaviour



- understand the opportunities offered by the Big Data and their costs



- structure a business strategy according to the customer experience



INTRODUCTION ON THE METHODOLOGY OF PLANNING AND MANAGEMENT



The proposed training has been projected in order to balance frontal lessons with an interactive didactics, including the analysis and the theoretical explanation along with the exercises and case history



MAIN TOPICS



• The Big Data: what the Big Data are and why they are so important for the firms



• The way the Big Data changed the firms



• The Customer Experience: what it is and why it is important for the firms



• Internet of Things: what it is and how it revolutionizedd the way of analysing the consumer



• Technologies for the Big Data: the current tools to analyse the Big Data



• Developing a business strategy by using the Big Data



• Case History

Big Data - Cosa sono, come analizzarli e utilizzarli per fare marketing" Autore: Elisa Iandiorio - Casa Editrice: Dario Flaccovio - Codice ISBN 9788857909257

Course topics
The topics of the course on managing information systems are organized in two parts.
The first part concerns theoretical contribution on the use of information systems in business organizations. This part also tackles the main families of information systems used by business organizations at all levels of the hierarchy pyramid.
The second part concerns tools for the management of innovation and change projects supported by information systems in business organizations. More specifically, during the second part of the course students will learn tools and technique of project management, and principles and tools for business process modeling and re-engineering.