OVERVIEW

The course addresses the main theoretical models concerning strategic and operational marketing decisions as well as their applications in both B2C and B2B transport services. In particular, it aims to provide students with a widespread conceptual and empirical background related to sales and marketing departments in several transport and logistics sectors including: shipping companies and port-related firms, cruise companies, airlines and railway operators.

AIMS AND CONTENT

LEARNING OUTCOMES

The course addresses the main theoretical models concerning strategic and
operational marketing decisions as well as their applications in both B2C and
B2B transport services. In particular, it aims to provide students with a
widespread conceptual and empirical background related to sales and marketing
departments in several transport and logistics sectors including: shipping
companies and port-related firms, cruise companies, airlines and railway
operators.

AIMS AND LEARNING OUTCOMES

The course addresses the main theoretical models concerning strategic and operational marketing decisions as well as their applications in both B2C and B2B transport services. In particular, it aims to provide students with a widespread conceptual and empirical background related to sales and marketing departments in several transport and logistics sectors including: shipping companies and port-related firms, cruise companies, airlines and railway operators.

The course, moreover, offers a wide spectrum of managerial and marketing tools for supporting market analyses and the comprehension of needs expressed by firm’s clients, for assuming strategic decisions, for defining and implementing marketing mix choices as well as for measuring and controlling firm’s results.

The course predominantly aims to:

1. conceptualize main theoretical models for analysing, managing and controlling the relationships with relevant markets established by firms and public entities which operate in the field of cargo and passengers' mobility;
2. transfer to the student managerial and marketing tools for the strategia analysis of the market and the assumption of main decisions related to the operational marketing and the marketing mix;
3. applied these conceptual models and concrete tools to various marketing problems and issues in different logistics and transport fields.

TEACHING METHODS

Lectures, case studies and seminars.

The course will be taught in Italian. The attendance is not compulsory; for foreign students is suggested a specific program.

SYLLABUS/CONTENT

The programme of the course includes the following issues:

• Service marketing: peculiarities, concerns and opportunities in transport and logistics services.
• B2C and B2B marketing for transport and logistics services: buying process and branding in B2B.
• The marketing management process: strategic marketing, market analysis and business intelligence in transport and logistics services.
• Strategic marketing decisions: targeting, positioning and value proposition.
• Client needs’ analysis and purchase motivations: evidence from the cruise and ferry sector, airlines, railways and shipping.
• Marketing mix in transport and logistics services:
  1. New product development, branding and distribution channels
  2. Pricing and revenue management
  3. Communication in transport firms: digital marketing and social media marketing
  4. Institutional marketing and stakeholder relationship management (SRM): the cruise industry, ports, airports and logistics centres.
• Measuring and controlling corporate results: service quality and customer satisfaction.
• Sustainability and Corporate Social Responsibility (CSR) as marketing tools.

RECOMMENDED READING/BIBLIOGRAPHY

The textbooks will be communicated on Aulaweb before the beginning of the course.

TEACHERS AND EXAM BOARD

Exam Board

GIOVANNI SATTA (President)

NICOLETTA BURATTI

FRANCESCO PAROLA

LESSONS

LESSONS START

Sem: II

26th February 2018 – 1st June 2018

Class schedule

MARKETING FOR TRANSPORT SERVICES

EXAMS

EXAM DESCRIPTION

Written exam with open-ended questions.

ASSESSMENT METHODS

The exam aims to assess the awareness and the know-how of the student concerning main issues related to the strategic analysis of the markets and the assumption of main decisions related to the operational marketing and the marketing mix in logistics and transport sectors.

Also the knowledge and core competences developed by the student with regards to marketing tools for managing port-related and shipping companies, airlines and railway companies as well as firms operating in the cruise industry will be evaluated.

The exam, therefore will include both semi-structured open questions and fixed questions. 

Exam schedule

FURTHER INFORMATION

http://www.economia.unige.it/index.php/english/incoming-erasmus-students