Academic Activity

Home » Academic Activity

This area of the site is dedicated to deepening aspects of academic activity. It is aimed at students, graduates and colleagues and allows them to exchange information, opinions and work together.

For information write to afarinet@liuc.it.

DISCOVER THE COURSES

Sociology and psychology of consumption

Academic year 2024/2025

The main objectives of this course are threefold:

raising students’ awareness of new approaches to the study of client psychology;
Deepen the new methodologies of sociological and psychological analysis of the main purchasing processes (consumer goods and services/industrial goods and services);
analysing the most widely used methodologies and the most interesting case histories in the Italian and international market.

COURSE DESCRIPTION

The psychological analysis of the market – and of demand in particular – is becoming an increasingly important element in understanding the competitive functioning of modern markets.
At a general level, economics and business administration are assigning increasing importance to a deep understanding of the cognitive and emotional processes underlying economic choices.
Demand theory has always been the weak link in economic theories, as it necessarily requires an interdisciplinary approach. Customer behaviour can be read and interpreted in many ways, with contributions from disciplines such as statistics, sociology, anthropology, economic geography, etc. The introductory part of the course is dedicated to an in-depth study of the fundamental concepts of social psychology, with particular reference to specific applications in the world of marketing. The central part of the course is, therefore, dedicated to the illustration and commentary of the main methodologies of interpretative analysis of Customer Mind and Customer Behaviour in the main markets. The main reference methodologies that can be used for analysing customers and designing new offers will therefore be illustrated and commented on. Particular attention will be given to topics related to the psychology of digital consumer behaviour. The relational context created for online purchases and for communicative interactions within social networks will therefore be analysed.
Students will be involved with ‘active’ learning methodologies, through case discussions and role simulation. Particular emphasis will be given to the psychological aspects of customers’ behaviour when faced with the new opportunities offered by the Internet and web-based
technologies (social networks, communities, blogs, etc.).

COURSE PROGRAMME

Introduction to the course
Consumer psychology: elements of evolutionary psychology
Consumer psychology: emotional connections
Cultural anthropology of consumption: introduction
Sociology of consumption: methodology and empirical evidence in the Italian context
Socialing as a new approach to understanding consumption
The effects of the Covid-19 crisis on the sociology and psychology of consumption in Italy
Customer respect: principles and rationale
Didactic exercise

FINAL TEST

Prof. Farinet will debate with scholars, researchers, experts, managers and entrepreneurs on some of the central themes of the course during several lectures. The dates of the scheduled testimonies will be announced in the classroom at a later date.

EXAMINATION MODALITIES

The examination for attending students consists of two tests.
The first test (practical) will be based on the creation in pairs of a power point presentation (.ppt) on the topics covered in the classroom, which will be assessed by the professor and commented on by the other students; this test will be worth 30% of the final grade.
The second (theoretical) test will be based on a written paper on the topics covered in the classroom relating to the lecturer’s testimonies and explanations; this paper will be worth 70% of the final grade.
The final mark will be generated by the average of the marks obtained in the two tests.

BIBLIOGRAPHY

Zaltman G. [2003], Come pensano i consumatori, Milan, Etas, ch.1,2,3,4,6,7,9,11
Zaltman G. Zaltman L. [2008], Marketing Metaphors, Milan, Etas, ch.1,2,7,10
Andrea Farinet; introduction by Carlo Petrini [2015], Socialing: a new balance between consumers, businesses and markets, Milan, Angeli
Degli Esposti Piergiorgio, Riva Claudio, Setiffi Francesca [2019], Sociology of Consumption, UTET Università

Teaching material by the lecturer that will be uploaded onto the University’s teaching platform at the end of the lectures.

RECEPTION HOURS AND REFERENCES

Andrea Farinet, Tuesdays at 18:00, tel. 0331-572.429
Email address: afarinet@liuc.it

Communication for New Media & Social Networks

Academic year 2024/2025

The main objectives of the course are three:

The understanding of the scenarios of socio-cultural change characterising the production and consumption processes of digital content, services and products. In particular, the communication models and specific languages of the various New Media (Web3.0, Social Networks, Blogs, Mobile, podcasts, etc.) of digital communication are explored;
The development of the skills required for the creative and effective use of digital media and Web 3.0 environments for corporate strategies. Specific focus is given to the analysis of the implementation of effective communication and marketing activities, as well as the evaluation of the results achieved in relation to the strategic and management objectives pursued;
The focus is on the skills that can be used for an informed choice of digital communication platforms, applications and services supporting digital communication and marketing activities; the organisation and management of the information necessary for planning and controlling online advertising and digital marketing.

EXPECTED RESULTS

The expected learning outcomes of this course are mainly two:

develop analytical skills in relation to the communication ‘phenomenon’. In particular, transferring to students the fundamental elements for understanding the roles, logics and metrics of the different actors in the world of communication;
develop management and professional skills related to written, oral, visual, digital and multimedia communication to be addressed on individual devices (TV, print, web, smartphones, tablets, PCs, etc.).

COURSE PROGRAMME

The logical and theoretical foundations of digital communication and its relationship with marketing
The anthropological and cultural peculiarities of digital communication in Italy and Europe
The particularities of digital communication in consumer and business markets
The Characteristics of New Media: the Reference Scenario
The verbal tool within the communication conveyed by social networks
The visual tool within the communication conveyed by social networks
The development of Facebook from its beginnings to today
The development of Instagram from its beginnings to the present
Strategic alternatives for communicative positioning in the New Media
The role of interactive and multimedia content
The reconfiguration of communication content for different types of access devices (PC, Tablet, Smartphone, etc.).
How to manage, deliver and interact with communicative content for New Media: from content management to storytelling
The different professional figures and their competences (content manager, community manager, relationship manager, traffic builder, web master, etc.)
Metrics for measuring return on investment in New Media and Social Networks
The advent of Socialing: ethics, trust, reputation and reciprocity to compete in the age of Digital Transformation
Socialing and the Digital Economy: Social Networks and New Media 3.0 as New Frontiers of Communication

FINAL TEST

EXAMINATION MODALITIES

The examination for those attending is divided into two tests.
The first test (practical) will be based on the creation of a start-up idea in pairs and a power point presentation (.ppt) relating to it, which will be assessed and commented on by the professor and experts in the world of innovative enterprises; this test will be worth 30% of the final grade.
The second (theoretical) test will be based on a written paper on the topics covered in the classroom relating to the lecturer’s testimonies and explanations; this paper will be worth 70% of the final grade.
The final mark will be generated by the average of the marks obtained in the two tests.

BIBLIOGRAPHY

Alessandra Corbetta, Bodies on the Net. Representations of the self between visuality and narrative (University Bookshop 2021);
Scientific articles to be uploaded by the lecturer on Liuc e-corsi in correspondence with the relevant lecture.

RECEPTION HOURS AND REFERENCES

Andrea Farinet, Tuesdays at 18:00, tel. 0331-572.429
Email address: afarinet@liuc.it

Interactive communication: blogs, social networks, apps, business networks

Academic year 2024/2025

The main objectives of this course are twofold:

develop an understanding of the dynamics of communication in contexts (in the company, in the market, in the community, on boards), to different audiences and through different channels, also with a view to integrated multi-channeling;
develop expressive and communicative competence relating to written, oral, visual, digital and multimedia communication, to be addressed on individual devices (TV, print, web, smartphones, tablets, PCs, etc.)

COURSE PROGRAMME

Introduction to the course
The scenario of digital platforms in Italy
Digital technology opportunities for Italian companies
The digital revolution: strategic and communication options for Italian companies
Risks and Opportunities of the Digital Thing
Anatomy of the Most Important Social Media
Guide to SEO and the Digital Customer
Matching digital platforms

FINAL TEST

EXAMINATION MODALITIES

BIBLIOGRAPHY

Teaching material by the lecturer that will be uploaded onto the University’s teaching platform at the end of the lectures.

RECEPTION HOURS AND REFERENCES

Andrea Farinet, Tuesdays at 18:00, tel. 0331-572.429
Email address: afarinet@liuc.it

Relationship marketing and CRM (Master’s degree)

Academic year 2024/2025

The course has four main teaching objectives::

Raise awareness among students on the new logics of relationship marketing and social CRM;
Learn about Socialing, a new economic and social methodology for studying and approaching customers and markets;
Learning new methods of analysing the relational capital of enterprises;
Analysing the role of new ICT (Information Communication Technology) in modernising marketing activities (Customer Relationship Management) and the role of social media.

COURSE DESCRIPTION

Relationality’ is a management mode that has matured over many years in industrial markets. Little by little, even in mass consumer markets, and also with regard to goods and services, companies have sought to establish a long-term relationship of trust with customers. On the other hand, the relationship between supply and demand is gradually changing, thanks to the growing environmental and ethical awareness of significant segments of demand.
Initially, the course aims to illustrate the effects of European consumer protection legislation and the development of CSR (Corporate Social Responsibility) strategies in customer relations.

This is followed by an in-depth look at Socialing, the new ethical approach to markets and consumers. Socialing was born as a critical reinterpretation of conventional marketing and as a proposal for a new, more responsible digital economy. In this perspective, Customer Relationship Management (CRM) can be developed as a ‘cultural opportunity’ to rethink, thanks to new technologies, the relationship between company and customers. The process of profiling and configuring buyers, the modern logic of alternatives in terms of loyalty are some of the topics that are explored in a new perspective consistent with the needs of Italian companies. Within this section, the main CRM projects developed by Italian and international companies will be illustrated and discussed, and speeches will be given by some of the leading Italian experts.

COURSE PROGRAMME

The concept of relationship marketing: general criteria
Ethics, marketing and socialing: a new perspective
European regulations for consumer protection and the development of ESG and CSR strategies
From Marketing to Socialing: the search for a new balance between businesses, markets and consumers
Relationship marketing in different types of markets: consumer goods, industrial goods and services
The new methods of sociological and psychological analysis of clients: the specificities of the Italian system
The relationship between the customer and the consumer mind: Gerald Zaltman’s contribution
The logical alignment between company and customer behaviour: customer thinking and company thinking
New AI technologies applied to marketing: Customer Relationship Management
Structural features of a Customer Relationship Management project: towards Social CRM and AI
The technological infrastructure: evaluation and selection criteria
The central role of content and customer interaction services: modern storytelling methodologies
Integrated customer relationship management: the analytical Social CRM
Organisational implications of Social Customer Relationship Management activities
The analysis of Social Customer Relationship Management: the new logic of profiling and configuration in surfers and customers thanks to AI
Operational Social Customer Relationship Management in Relationships: Criteria for Customer Loyalty with AI
The role of new media and social networks in new consumer behaviour
Exercise and simulation teaching: Socialing strategies
Exercise and simulation teaching: the operational management of Socialing

The course is based on the most modern learning methodologies (business cases, role playing, guided discussions).

In addition, numerous company testimonials and direct experiments on the use of CRM/AI technologies in cloud mode are planned.

The examination is based on a single written test at the end of the course.
The test is based on closed and open-ended questions.

EXAMINATION PROGRAMME

How consumers think : what customers don’t say and competitors don’t know / Gerald Zaltman ; introduction by Andrea Farinet
Milano, Etas, 2003
Available at LIUC Universita Carlo Cattaneo

Socialing : a new balance between consumers, businesses and markets / Andrea Farinet ; introduction by Carlo Petrini
Milano, Angeli, 2015
Available at LIUC Universita Carlo Cattaneo

Customer relationship management : approaches and methodologies / Andrea Farinet, Eleonora Ploncher;
Milano, Etas, 2002
Available at LIUC Universita Carlo Cattaneo

TEACHING MATERIALS

(readings and slides on the LIUC E-corsi platform)

Graduate area

We worked together during our thesis or met at an event, what do you do now? What are your professional activities?

If you want to stay in touch with the world of research and management training, fill in the format to send your CV to afarinet@liuc.it and you will be periodically updated on articles, books and events of interest to you.

If you are interested in changing jobs and receiving new professional opportunities, you can indicate this at the end of the format by explaining your needs in the ‘Professional objectives’ section. You will receive confidential notification of companies looking for a profile similar to yours.

Researchers Area

Are you interested in discussing the following topics with me, for an exchange of ideas and opinions?

– Socialing: the new social economy
Socialing is the new ethical approach to markets and consumers. Visit www.socialing.org and share the proceedings of the European Socialing Forum that took place in Milan on 28 May 2015.

– A new future for the economic and psychological analysis of digital demand
Consumer purchasing behaviour is changing significantly due to the Digital Transformatio. See also the introduction to the Italian edition, edited by Andrea Farinet, of Gerald Zaltman’s book, How Customer Think.

If you would like to discuss these issues further, please send an e-mail to: afarinet@liuc.it

Student Area

Would you like useful information on how to correctly design and carry out your dissertation?

You can find them in the following publications:

– L.Brusati and P.Rondo Brovetto, Guide to the thesis in business administration. Milan, Egea, 1996.
– U.Eco, Come si fa una tesi di laurea. Milan, Bompiani, 1996.
– V.L.Zammuner, Tecniche dell’intervista e del questionario. Bologna, Il Mulino, 1998.

Are you considering a topic for your dissertation? You can find some food for thought in the In the Bookshop and Links section. Do you need up-to-date data on the Internet and the economy in different sectors? In the Links area you will find links to the most important Italian and international research institutes and the most authoritative specialised online journals.  Over the last two years, I have coordinated the realisation of degree theses on the development of the Internet and Social Networks in the Italian and international context and the implications on the economic and social behaviour of consumers.

LIUC-Università Cattaneo student reception
hours: Tuesdays at 18:00

Andrea Farinet is ready to support you!

Contact me and receive tailor-made solutions for every professional need thanks to my team of professionals.

CONTACT ME

ACADEMIC ACTIVITY