The course CUSTOMER RELATIONSHIP MANAGEMENT aims to provide students with an in-depth understanding of: (i) the differences between B2C and B2B marketing logics, with particular focus on the evolution of business-customer relationships in the two contexts; (ii) effective strategies for coordinating marketing channels and integrating them into a single coherent system; (iii) how companies can use emerging technologies to offer a seamless customer experience across different channels; (iv) how to design a company’s channel ecosystem; (v) how to create and motivate a top performing Sales Force. The course will cover both fundamental and advanced topics related to channel marketing, channel strategy development, and new technologies used to implement such strategies, such as Artificial Intelligence, Recommendation Agents, Augmented and Virtual Reality, the Internet of Things (IoT), RFID, Blockchain, Cloud Computing, and more. On top of the technological aspects the course will offer an overview of the Soft Skills needed to have success in the Sales profession.

Principles of Marketing course or equivalent.

Differences between B2C and B2B marketing: relationship logic, decision-making processes, and loyalty strategies Types and functions of marketing channels: physical, digital, direct, and indirect Channel coordination and integration strategies: multichannel vs. omnichannel Introduction to Customer Relationship Management (CRM): basic concepts, goals, and customer value Designing the channel ecosystem: touchpoints, experience consistency, and customer journey Omnichannel Customer Experience: metrics, consumer expectations, and integrated management Emerging technologies in channels: AI, IoT, RFID, Blockchain, Cloud, AR/VR, and Recommendation Agents Channel conflict and power: dynamics between actors and governance strategies Channel performance measurement: KPIs, result analysis, and continuous improvement. Sales Force organization. Sales Force motivation. Sales Soft Skills.

Palmatier, R. W., Stern, L. W., & El-Ansary, A. I. (2016). Marketing channel strategy: An omni-channel approach. Routledge. (Chapter I, II and XI only) Sisti, M. A., Guenzi, P., & Caiozzo, P. (2020). Gestire le vendite: l'eccellenza nel sales management. EGEA. For non-attending students: Course handouts – Mandatory Palmatier, R. W., Stern, L. W., & El-Ansary, A. I. (2016). Marketing channel strategy: An omni-channel approach. Routledge. (All chapters) - Mandatory Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. - Mandatory Kumar, S., Jebarajakirthy, C., & Das, M. (2022). Building trust among channel members via power sources. Journal of Business & Industrial Marketing, 37(9), 1802-1817. - Mandatory Webb, K. L., & Didow, N. M. (1997). Understanding hybrid channel conflict: a conceptual model and propositions for research. Journal of Business-to-Business Marketing, 4(1), 39-7 - Mandatory Alexander, B., & Kent, A. (2022). Change in technology-enabled omnichannel customer experiences in-store. Journal of Retailing and Consumer Services, 65, 102338. - Mandatory Pournader, M., Ghaderi, H., Hassanzadegan, A., & Fahimnia, B. (2021). Artificial intelligence applications in supply chain management. International Journal of Production Economics, 241, 108250. - Mandatory Xiao, B., & Benbasat, I. (2007). E-commerce product recommendation agents: Use, characteristics, and impact. MIS quarterly, 137-209. - Mandatory

Lectures, Practical Exercises, In-class Experience with Guest Speakers

In-class exercises (10%) – Practical – Individual grade Project Work (20%) – Practical – Group grade Final exam first part (35%) – Individual grade Final exam second part (35%) – Individual grade Written exam for non-attending students

Having attended the minimum number of lessons as required and acquired the status of “attending”. Further, having demonstrated interest for the course content.