strategic marketing and customer experience - ed.1

DIPARTIMENTO DI INGEGNERIA GESTIONALE

The Course aims to provide participants with a complete and integrated vision of the main topics related to marketing management and marketing metrics processes

"• having a clear and complete understanding of the marketing management process • understanding the logics and the models underlying strategic marketing activities • knowing the different tools of operational marketing • developing a clear and harmonic vision of the role marketing has in a company and its correlation to a better performance overall • identifying the role and the functions of the different types of market research • Having summary indicators and a dashboard to measure the contribution of different marketing tools and evaluate investment options • Valuating the contribution of CRM to the creation of value for the company and using CRM tools to analyze the costumer post-purchase behaviour • Providing tools and methods to translate a marketing strategy into an action plan that is aligned with the company’s objectives, including budgeting and control of the marketing plan"

bachelor or master of science is required. Foreign qualifications will be considered vali as far as equivalent in their respectice univeristy system.

Milan

Director: GIULIANO NOCI

Co-Director: LUCIO LAMBERTI

POLIMI Graduate School of Management (MIP Politecnico di Milano – Graduate School of Business Società Consortile per Azioni)

ED. 26/A VIA LAMBRUSCHINI 4C

20156

MILANO

FRANCESCO TESTONI

0223992820

executive@gsom.polimi.it