Our CEO guest at Catholic University for a lectio magistralis

14/06/2021

Our CEO guest at Catholic University for a lectio magistralis

Courtesy of the Catholic University of Milan, we are pleased to share a short extract of the lectio magistralis given by our CEO, Davide Froldi.

The lecture is part of the Customer Based Marketing Strategy course led by Professor Clemente Bottani, promoter of this opportunity for students to meet a "teacher" with the entrepreneurial skills required to answer the questions that arise during an academic course of this type.

The degree course is the Master of Science in Management and the class that took part in the meeting was made up of a good percentage of foreign students (35-40%) of various origins: for this reason, the meeting was held in English.

Here are some of the topics discussed

• derived demand typical of BtoB markets and how to approach it
• the acceleration factor, also typical of BtoB, and its amplified effects on the supply chain, with stock management considerations
• the concept of relationship marketing as opposed to transactional marketing
• relationship marketing as a promoter of the network approach and the resulting relationships between the various members of the supply chain
• methods of controlling the competitive market
• framework market segmentation criteria
• the role of personal sales and the management of the figure of the salesperson in the BtoB market
• corporate brand identity, brand image and managing the relationship between the two

This was an extremely interesting meeting and, for those who wish to do so, a full recording is available by writing to marketing@mag-data.com.

 

Click HERE if you would like to see a short extract.