Introduction Relational Marketing
- 1. Relational marketing Prof. Eleonora Di Maria eleonora.dimaria@unipd.it (online office hours – booking required) Prof. Stephen Madarasz University at Albany (NY) stephen.madarasz@unipd.it Dott. Corrado Pagliarini BIMK/Odoo Team project manager Corrado.pagliarini@unipd.it
- 2. Schedule of the course Timetable • Mondays: Room 12 2:30 – 4:00 pm • Fridays: Room A 10:30 am – 12:00 pm • Direct streaming - Permanent Zoom meeting link: https://unipd.zoom.us/j/87686146278 • Prof. Stephen Madarasz will teach only online (Zoom) on Mondays: – November 8th - 15th - 22th - 29° – December 6th - 13th
- 3. 3 52 E-commerce 93,7% 86,5% 73,2% 79,7% 46,7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visited an online retail store Searched online for a product or service to buy Used a shopping app Made an online purchase Made an online purchase via a mobile phone Share of respondents Note(s): Italy; Q3 2020; 16-64 years; internet users Further information regarding this statistic can be found on page 70. Source(s): We Are Social; Hootsuite; ID 550886 31 E-commerce users' reported activity in Italy in 2020 E-commerce users' reported activity in Italy 2020
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- 6. What does it mean relational marketing? 6
- 7. Outline of the course 1. Relationship Marketing in the new digital and competitive scenario 2. Relationship marketing methods and instruments 3. Digital media marketing 4. Web design and content management 5. Social media marketing 6. Customer relationship management and e-commerce Special focus on Branding strategy and practical insight into Relational Marketing in Today's Digital Environment.
- 8. Organization of the course and exam 1. Project-based course (attending students) 2. Theoretical course Option 1: • Team assignment (project) (50% of the final grade) • Individual written exam (50% of the final grade) (open questions) • Students have to communicate the option before October 13th, 2021 Option 2: • Written exam based on the textbook
- 9. Course materials • Option 1 (project-based course): • Slides (on the textbook and more) + other contents available on Moodle • Kotler P. et al. (2017) Marketing 4.0: from Products to Customers to Human Spirits, Wiley (chapters: 2 - 4 - 5 - 6 - 9 -10 - 11) • Option 2 (theoretical course): • Kotler P. et al. (2017) Marketing 4.0: from Products to Customers to Human Spirits, Wiley • The textbook is available (online version) in the UNIPD library
- 10. WHO: Team • Each team is formed by 4-5 members (depending on the total number of students involved) • Erasmus students should split into different teams • Deadline for team building: October 13th • Communication of the name of the team and list of members via Moodle (dedicated file)
- 11. WHAT: Team assignment • Design a digital communication strategy for a company in the food sector • More specifically: 1. Describe your own company profile (strategy, target, positioning) 2. Design and develop the company website (descriptions, catalogue, blog) (through Odoo) 3. Design and implement an online campaign (through Odoo) • Each team will have access to the same database of products. Each team will autonomously develop its own mailing list for the campaign
- 12. HOW - Odoo: open source ERP
- 13. Odoo: the apps for your work
- 14. • Corrado Pagliarini (IT expert) will assist teams during the whole development of the project through – Dedicated sessions in class (October 8-15 – November 5 – December 10) – Online support Team assignment: support
- 15. Team work • Team deliverable: ppt presentation (on company strategy and results) + website and campaign in Odoo platform • Team evaluation based on: • Coherence between the company strategy and the communication implemented (1st and most relevant criterion) • Quality/Effectiveness of the website/campaign developed in Odoo (2nd relevant criterion) • Originality • Results of the online campaign (minor criterion)
- 16. WHEN - Team schedule • October 8th: presentation of Odoo platform and explanatory case studies by Corrado Pagliarini • Reviews of team work: • October 15 (CP) • November 5 (CP) • November 26 (EDM) • December 10 (CP) • December 20 (EDM) • Final presentation: Week January 10-17
- 17. Website • Moodle • Elearning.unipd.it/economia • Within the website course it will be published all the slides and additional materials useful for the course • The website will be used to manage teams and for internal communications
- 20. What’s your digital behavior?