1. Strategic Marketing: Fundamental Principles
2. Marketing strategy
3. Implementation of the strategic marketing plan

1. Concept of CRM, e-CRM e m-CRM
   1. CRM base
   2. Operational CRM
   3. Analytical CRM
   4. Collaborative CRM
   5. Other terminologies
2. Key processes of CRM
   1. Strategic development
   2. Value creation
   3. Multichannel integration
   4. Information management
   5. Performance evaluation
3. Implementation of CRM
4. Exemplification of cases of practical exploration of information sources
5. Approach CRM using database systems of integrated management

1. Module 1 – The Consumer as an Individual: Psychological and neurological factors relevant to marketing theory and practice.
   1. Introduction to consumer neuropsychology.
   2. Individual determinants of consumer behavior
2. Module 2 – Consumer Integrative Complexity.
   1. Internal and external influences on consumer behavior
   2. Decision and purchase process

1. Introduction to Marketing Research
   1. Definition and practical examples
   2. Marketing research process
2. Research Designs and Data Collection Methods
   1. Types of research designs
   2. Qualitative data collection methods
   3. Quantitative data collection methods
   4. Scaling and Questionnaire Design Guidelines
   5. Types and scaling techniques
   6. Scale evaluation
   7. Questionnaire design guidelines
   8. Sampling
   9. Definition of the target population
   10. Random and non-random sampling techniques
   11. Sample size
3. Data analysis
   1. Database Preparation
   2. Variable definition and data input
   3. Data cleaning
   4. Treatment of missing values
   5. Variable transformation
   6. Univariate Data Analysis
   7. Descriptive analysis
   8. Cross-tabulation
   9. Hypothesis testing
   10. Multivariate Data Analysis
   11. Correlation and regression
   12. Factor analysis

1. Creativity and its importance in the economy / company
   1. Creativity: concepts, types and nature of the creative process
   2. Creativity in organizations.
   3. Knowledge and organizational learning.
   4. The personality and creativity;
2. Management of Creativity
   1. The creative process: How to generate ideas and recognize opportunities;
   2. Creativity within the organization: groups, leadership and implementation
3. Creativity and innovation
   1. Creativity as a bridge to innovation.
4. Innovation Management
   1. Definitions of innovation
   2. Innovation and the Knowledge Economy
   3. Models of technological and organizational innovation
   4. Identification of opportunities for launching a new product
   5. The product development by improving features / cost reduction.
   6. Management Practices and technology strategy and innovation
5. Entrepreneurship

1. Module 1: theoretical and conceptual elements of relational marketing
   1. Concepts, principals and goals of relational marketing
   2. Evolution and development of relational marketing
   3. A new business model: relationship era
2. Module 2: value sources to clients: the clients role, client portfolio, client segmentation, client value
   1. Creating value sources to the client
   2. Mechanisms and strategies to achieve client loyalty.
3. Module 3: relationships and networks – the fundamental structure of relational marketing
   1. The corporatecommitment towards loyalty
   2. Loyalty structured program
   3. Organizational change
   4. Evaluation of a relational strategy

1. Brand and Brand Strategy
   1.1. Brand concept and functions
   1.2. Concept and sources of brand equity
   1.3. Strategic brand management process
2. Brand Building and Development to create Brand Equity
   2.1. Brand identity
   2.2. Mission, positioning and brand values
   2.3. Choosing brand elements
   2.4. Brand marketing programs
   2.5. Brand experience
   2.6. Emotional branding
   2.7. Brand communities
   2.8. Cause branding
   2.9. Leveraging secondary brand associations
3. Brand Evaluation and Control and Brand Management over time
   3.1. Brand image
   3.2. Brand performance indicators
   3.3. Brand equity measurement models
   3.4. Brand strategy and brand architecture
   3.5. Brand extensions
   3.6. Brand reinforcing and revitalizing strategies
   3.7. Brand globalization

1. The Customer Revolution: The Challenges of the “new consumer”
   1.1 Changes vs. Revolutions: The Role of ??Information and communication technologies
   1.2 The Centaur Consumer: Characteristics and Requirements
   1.3 Myths and Reality Associated with the Centaur Consumer
   1.4 The Challenges of Marketing
2. From Relationship Marketing to Organizational Marketing: 5 Cs Convergence Marketing
   2.1 Customerization
   2.2 Community
   2.3 Channel
   2.4 Competitiveness (value)
   2.5 Contents / Feature set
   2.6 Organizational Culture: the transformation of the organization by the application of the 5 Cs

Students must choose one of the following curricular units:

• Negotiation and Sales

1.Negotiation and sales
2.TThe role of the seller and the relationship with the customer
3.Selling techniques and methodology of organized sale
4.Clients’ portfolio management

• Services and Tourism Marketing

1 – Introduction
2 – Services and marketing mix
3 – Focus on the consumer
4 – Basics of Tourism Marketing
5 – Experiential Marketing

• Web Analytics Applied to Marketing

1.Variety of data and cross-reference data sources to qualify results
2.Principles of metrics, dimensions,segments digital marketing; and a.Knowledge integration of Analytics in website; b.Awareness
associated platforms:Looker Studio, Tag Manager. c.Extensions Ghostery, Omnibug,Tag Assistant.
3.Definition and alignment between business, strategic goals, metrics, KPIs, segments and audiences;
4.Ability to analyze behavior and measures
5.Funnels in Digital Marketing and types of campaigns: awareness, consideration, conversion. a.Conversion-oriented marketing: lead
generation, sales, downloads. CPL/CPA. b.Micro/macro-conversions associated with the conversion funnel and behavior; 6.Analysis
campaigns (Traffic acquisition) and A/B tests
7.Application of concepts to an Analytics frameworks to explore and apply all metrics/dimensions and dilemmas of choice and alignment
with business objectives.

• Agile Marketing

The syllabus for this course will be as follows:

1. Fundamentals of Agile Methodology
2. Overview of Agile Marketing
3. Organisational background to Agile Marketing
4. Agile Marketing team management
5. Agile Marketing tools
6. Agile Marketing challenges
7. The future of Agile Marketing

1. Coaching
   1.1 Coaching: concept and framework
   1.2 Coaching competences
   1.3 Executive coaching
   1.4 Coaching process
2. Teambuilding
   2.1 Teams: framework and selection of new members
   2.2 Team development
   2.3 Team leadership
   2.4 Communicate with the team
   2.5 Team motivation
   2.6 Virtuosness and team performance

1 // SOCIETY and TECHNOLOGY
2 // CONSUMER GENERATION
3 // Evolution of Organizations Digital paradigm Product Centric vs Customer Centric Business Models Agile Methodologies
4 // eCommerce
5 // GDPR
5 // DIGITAL channels and PRICING models (Email Marketing, SEO & SEA, Retargeting, Social media Ads, Affiliate Marketing, Influencer
Marketing)
6 // MOBILE Marketing (SMS, Push Notification, Geolocation)
7 // Marketing AUTOMATION
8 // Content Marketing
9 // Digital Marketing Plan

1. The role of communication in marketing
2. integrated communication
3. The techniques of communication
4. Understanding the consumer target
5. Marketing communication strategies;
6. Marketing communication tactics: the communication mix
7. The planning and implementation of communication

• Knowledge and knowledge development.
• Scientific Method.
• Scientific Research: characteristics, classification and stages.
• Responsibility and ethical challenges in scientific research.
• Structure of a research project.
• Operationalization of the research project: definition of the theoretical framework, collection and data analysis.
• Writing and presenting the research project and the results obtained.

Students must choose one of the following curricular units:

• Dissertation

Personalised tutorial guidance for the development and organisation of a scientific dissertation in the field of marketing. The specific
contents are defined on a case-by-case basis by the supervisor, depending on the student’s choice of research topic, objectives and
methodological options. In general terms, they include:

1. Presentation of the research
2. Literature review and development of research hypotheses
3. Research methodology
4. Results analysis
5. Discussion of results
6. Conclusion

• Project

Personalised tutorial guidance for the development and organisation of the marketing project. The specific contents are defined on a
caseby-case basis by the supervisor, depending on the student’s choice of topic, project objectives and methodological options. In general
terms they include:

1. Presentation of the project
2. Internal and external diagnostic
3. Definition of objectives
4. Strategic and operational options
5. Project implementation and evaluation
6. Conclusion

• Internship

Personalised tutorial guidance for the development and organisation of the marketing internship and the internship report. The specific
contents are defined on a case-by-case basis by the supervisor, depending on the student’s choice of internship topic and aims, and
methodological options. In general terms they include:

1. Presentation of the problem to be addressed and the internship activities
2. Internal and external diagnostic
3. Definition of objectives
4. Strategic and operational options
5. Implementation and evaluation
6. Conclusion