Degree Course: Marketing and Quality Management Syllabus for A.Y. 2019/2020  

1 - Principles of quality management: models and applications: the customer relationship: customer needs analysis and techniques for the customer satisfaction; suppliers evaluation; human resources management: leadership , involvement , motivation, empowerment, training, open organization ; process control into the production
2 - The quality management: Tools and methods : statistical tools and managerial techniques, the statistical control card, the Taguchi method ; design for quality; Six Sigma methodology ; principles of statistical control for advanced processes
3 –The Quality Management System and the certification process : the application of ISO 9001 ; the quality system implementation ; guidance for the quality audit ; the technical audit process; the non-compliance management ; the evaluation process ; Certified Quality Auditors : training and certification ; The Quality Management Systems for the agro-food food industry
4 - quality management and business management integration: quality control and management control methods in comparison ; the balanced scorecard methodology ; performance indicators in quality management; quality costs

c) SUMMARIZED PROGRAM
Preliminaries on markup Languages: HTML5 and SVG. CSS3 style sheets. Imperative and functional programming in Javascript; higher-order functions. Data formats: csv, XML, RDF. The library D3 (Data-Driven Documents): Versions 4 and 5. Dynamic HTML / SVG pages with textual data, bar charts, scatterplots. Scale transformations. Dynamic labeled axes. Dynamic pages with data updates. Interactivity: data groupings and tooltips.
Notice: students of courses LM-14 (Filologia Moderna) and LM-77 (Marketing e qualità) can substitute the part on D3 with the program of the former year (2017/18), asking me which books to study.

1) regarding HTML, CSS, SVG, Javascript and D3: Scott Murray, "Interactive Data Visualization for the Web", O'Reilly, Sebastopol, CA, USA, 2017 (ISBN: 978-1-491-92128-9). Chapters 1--10. Notice: 2nd edition, 2017, do not buy 1st edition (2013).
2) regarding RDF: T. Di Noia et al, "Web semantico: dal Web dei documenti al Web dei dati" Milano, Apogeo, 2013 (ISBN: 978-88-503-3214-4), chapters 1,2,3.

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

Part 1 - The paradigm
1.1 - Introduction to the course
1.2 - Environment and society in the history of economic thought
1.3 - Relations between environment and economy
1.4 - Discussion on the topics
Part 2 - Economic processes: the case of the agri-food sector
2.1 - The nature of the economic process and its environmental and social implications
2.2 - The structure of agri-food production processes
2.3 - The structure of food consumption processes
2.4 - Discussion on the topics
Part 3 - Sustainability in the agri-food sector
3.1 - The concepts of weak sustainability and strong sustainability
3.2 - Examples of assessment of the sustainability in the agri-food systems
3.3 - Discussion on the topics
Part 4 - Consumers' behavior and agri-food marketing
4.1 - The decision-making process of the consumer of agri-food products
4.2 - Perception of the quality and value of food
4.3 - The implications on agro-food marketing (evidences and examples)
4.4 - The implications on territorial marketing (evidences and examples)
4.5 - Discussion on the topics

Silvio Franco, "Appunti dalle Lezioni di Mercati Agroalimentari", 2019

Introduction to CRM, Understanding relationships, Planning and implementing CRM projects; Develop, manage and use customer-related databases; CRM and Customer experience; Creating value for customers.

Buttle F., (2009) Customer Relationship Management. Concepts and Technologies. Elsevier editor (Cap. 1-4; 6-7)

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.

To study for the exam students must refer to:
- Management of Information Systems - Course compendium written by Braccini Alessio Maria
- Piccoli, G., & Pigni, F. (2016). Information Systems for Managers with Cases

Slides and cases used by the professor during classes are available on the http://moodle.unitus.it e-learning platform

Il corso intende fornire agli studenti i principali strumenti concettuali e metodologici necessari per una corretta comprensione della natura del consumatore e del ruolo centrale delle immagini digitali nella sua vita quotidiana, mettendo in relazione tra loro immagine, brand e pubblicità nello scenario contemporaneo.
In particolare il corso intende ricostruire l’evoluzione del rapporto tra forme di consumo, pratiche culturali e processi comunicativi, a partire dalle origini della cultura del consumo sino ad oggi, integrando tra loro le diverse analisi sociologiche. In seguito il corso prenderà in esame le modalità attraverso le quali le imprese cercano di sviluppare una strategia di tipo pubblicitario considerando le principali tappe dell’evoluzione storica della pubblicità e della comunicazione di marca, mettendo al centro le connessioni tra immagine e consumo funzionali all’analisi dei processi di cambiamento che riguardano la società contemporanea.
In tale contesto uno spazio monografico verrà dato all’analisi del divismo e della star strategy nello scenario contemporaneo globalizzato e digitale.

1. N. Barile, Brand new world. Il consumo delle marche come forma di rappresentazione del mondo, Lupetti, Bologna 2009 (ISBN 978-88-8391-264-1), tutto il volume per un totale di 190 pagine.

2. R. Sennett, L’uomo artigiano, Feltrinelli, Bologna 2009 (ISBN 9788807104398), tutto il volume per un totale di 280 pagine.

3. A scelta, uno dei volumi appartenenti alle aree bibliografiche seguenti:

IMMAGINE
J. Fontcuberta, La furia delle immagini. Note sulla postfotografia, Einaudi, Torino 2018 (ISBN 978-88-06-23700-4 ),tutto il volume per un totale di 233 pagine.
A.Gunthert, L’immagine condivisa. La fotografia digitale, Contrasto, Roma 2016 (ISBN 978-88-6965-6910), tutto il volume per un totale di 174 pagine.
W.J.T. Mitchell, Scienza delle immagini. Iconologia, cultura visuale ed estetica dei media, Joahn & Levi, Cremona 2018 (ISBN 978-88-6010-199-0), tutto il volume per un totale di 229 pagine.

BRAND
M. Danesi, Brands. Il mondo delle marche, Carocci, Roma 2009 (ISBN 978-88-430-5040-6), tutto il volume per un totale di 187 pagine.
G. Marrone, Il discorso di marca. Modelli semiotici per il branding, Laterza, Roma-Bari 2008 (ISBN 978-88- 420-8462-4) da pag. 3 a pag. 151 e da pag. 255 a pag. 333, per un totale di 225 pagine.
V. Gabrielli, Brand communication, il Mulino, Bologna 2014 (ISBN 978-88-15-25242-5), tutto il volume per un totale di 239 pagine.

CONSUMI
V. Codeluppi, Manuale di sociologia dei consumi, Carocci, Roma 2006 (ISBN 88-430-3552-5): da pag. 9 a pag.189, per un totale di 180 pagine.
M. Franchi, Il senso del consumo, Bruno Mondadori, 2007 (ISBN 88-615-9067-5), tutto il volume per un totale di 216 pagine.
L. Leonini, R. Sassatelli, Il consumo critico, Laterza, Roma-Bari 2008 (ISBN 978-88-420-8597-3) tutto il volume per un totale di 200 pagine.
I. Pezzini, P. Cervelli, Scene del consumo: dallo shopping al museo, Meltemi, Roma 2006 (ISBN 88-8353-485-9) da pagina 7 a pagina 202 e da pagina 381 a pagina 414, per un totale di 230 pagine.

PUBBLICITA’
M. Vecchia, Hapù. Manuale di tecnica della comunicazione pubblicitaria, Lupetti, Bologna 2003 (ISBN 978-88-8391-097-5): da pag. 9 a pag. 21; da pag.49 a pag.146; da pag.168 a pag.192; da pag. 235 a pag.305; per un totale di 210 pagine.
F. Fasce, Le anime del commercio. Pubblicità e consumi nel secolo americano, Carocci, Roma 2012 (ISBN: 9788843065776), tutto il volume per un totale di 214 pagine.
P. Colaiacomo, a cura di, Fatto in Italia. La cultura del made in Italy, Meltemi, Roma 2007 (ISBN 88-8353-495-6), tutto il volume per un totale di 160 pagine.
S. De Iulio, Studiare la pubblicità. Teorie, analisi e interpretazioni, Franco Angeli, Milano 2018 (ISBN 9788891770677), tutto il volume per un totale di 105 pagine.

4. A scelta, uno dei volumi seguenti:
J. Seguela, Hollywood lava più bianco, Lupetti, Bologna, 1986 (ISBN 9788886302876), tutto il volume per un totale di 230 pagine.
O. Ricci, Celebrità 2.0. Sociologia delle star nell’epoca dei new media, Mimesis, Milano 2013 (ISBN 9788857518329), tutto il volume per un totale di 103 pagine.
V. Codeluppi, Tutti divi. Vivere in vetrina, Laterza, Roma-Bari, 2009 (ISBN 978 88 58 113554) tutto il volume per un totale di 125 pagine.
V. Codeluppi, Il divismo. Cinema, televisione, web, Carocci, 2017 (ISBN:9788843089437), tutto il volume per un totale di 121 pagine.

1. Environmental management
The environmental problem; sustainable development and the environment; the evolution of the approach to the environmental problem; environmental management and business strategies; sustainable managerial models.

2. Circular Economy
Introduction to circular economy systems; the European circular economy strategy; sustainable and circular business models.

3. Carbon neutrality
Introduction to the concept of carbon neutrality, offsetting and insetting, national and international strategies to achieve the zero-emissions target, business strategies for carbon neutrality and related certification process.

4. The environmental certification
The environmental management system; standardization, certification, accreditation; the EU Eco-Management and Audit Scheme (EMAS): requirements and application; ISO 14001: requirements and application; the environmental audit; the implementation of the environmental management system; constraints and benefits of an environmental management system; the integrated system

5. Other management and certification tools

Environmental labels and declarations (ECOLABEL); life cycle assessment (LCA); environmental performance indicators, carbon footprint, water footprint, and ecological footprint, the stakeholder management.

Learning materials will be provided by the professor