RELATIONAL MARKETING

Second cycle degree in ENTREPRENEURSHIP AND INNOVATION

Campus: PADOVA

Language: English

Teaching period: Second Semester

Lecturer: MARCO UGO PAIOLA

Number of ECTS credits allocated: 6


Syllabus
Prerequisites: Marketing fundamentals
Examination methods: For attending students, final marks will be based on: a team work that will be evaluated and presented at the end of the course; a written individual exam, based on the topics presented and discussed in classroom, further readings and case studies.
Non-attending students will take a written exam based on the readings (slides, scientific papers and chapters of books).
Course unit contents: [1] Marketing and new digital business models;
[3] Relationship marketing methods and instruments;
[3] Digital media marketing;
[4] Web design and and e-mail marketing;
[5] Social media marketing.