First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Economics and Political Science
Course unit
EPP6077103, A.A. 2019/20

Information concerning the students who enrolled in A.Y. 2019/20

Information on the course unit
Degree course Second cycle degree in
EP2372, Degree course structure A.Y. 2017/18, A.Y. 2019/20
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Number of ECTS credits allocated 6.0
Type of assessment Mark
Course unit English denomination RELATIONAL MARKETING
Department of reference Department of Economics and Management
E-Learning website
Mandatory attendance No
Language of instruction English
Single Course unit The Course unit CANNOT be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit

Teacher in charge ELEONORA DI MARIA SECS-P/08

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses SECS-P/08 Corporate Finance 6.0

Course unit organization
Period First semester
Year 1st Year
Teaching method frontal

Type of hours Credits Teaching
Hours of
Individual study
Lecture 6.0 42 108.0 No turn

Start of activities 23/09/2019
End of activities 18/01/2020
Show course schedule 2019/20 Reg.2017 course timetable

Examination board
Board From To Members of the board
3 Commissione esame A.A. 2019/20 01/10/2019 30/11/2020 DI MARIA ELEONORA (Presidente)
PAIOLA MARCO UGO (Membro Effettivo)
SEDITA SILVIA RITA (Membro Effettivo)

Prerequisites: Marketing fundamentals
Target skills and knowledge: The aim of the course is to give students fundamental theoretical and professional competences useful to comprehend strategic implications and how to utilize modern relationship marketing solutions. Specific attention will be given to digital media marketing solutions, dealing with web design, content management, social media marketing programs, ecommerce and customer relationship management.
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 (textbook).
Assessment criteria: Student's evaluation will be based on the competences developed in applying autonomously the course’s topics. Attending students will be also evaluated on their capability to work in group, envision solutions and do analyses related to real case studies.
Course unit contents: 1 Relationship Marketing in the new digital and competitive scenario
2 Relationship marketing methods and instruments;
3 Digital media marketing;
4 Web design and and content management;
5 Social media marketing
6 Customer relationship management and introduction to e-commerce
Planned learning activities and teaching methods: Traditional class teaching will be mixed with case-study discussions, seminars and presentations given by external speakers (managers and experts). Attending students will be involved in team working and case discussions.
Students will learn through individual study, participation to discussions in classroom and team working. All the materials will be available at the course’s Moodle web pages.
Textbooks (and optional supplementary readings)
  • Kotler, Philip; Kartajaya, Hermawan, Marketing 4.0: moving from traditional to digital. Hoboken: New Jersey, Wiley, 2017. For attending students chapters: 2 - 4 - 5 - 6 - 9 -10 - 11 Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Problem based learning
  • Working in group
  • Action learning
  • Active quizzes for Concept Verification Tests and class discussions
  • Use of online videos
  • Loading of files and pages (web pages, Moodle, ...)

Innovative teaching methods: Software or applications used
  • Moodle (files, quizzes, workshops, ...)
  • Top Hat (active quiz, quiz)

Sustainable Development Goals (SDGs)
Industry, Innovation and Infrastructure Responsible Consumption and Production