1998 The University of Parma  launches the first Italian bachelor degree in Marketing, followed by the first Italian master degree in “Trade Marketing e Strategie Commerciali”

1998 The Osservatorio Carte Fedeltà was born, aiming to support the development of customer based marketing through loyalty schemes, cards and other media. In order to spread the results of its work and contribute to the dissemination of a loyalty marketing culture in 1999 the annual workshop “Il Futuro del Micromarketing” was established, where practitioners and academics meet to discuss new trends in loyalty marketing

2003 partnership4loyalty.com, the Osservatorio’s website was launched, with support from the Department of Economics at University of Parma, Oracle and Wincor-Nixdorf. The site contains most research work conducted by the research team during the past ten years.

2004-2008 The University of Parma and Seri Group launched the CRM Award, a prize for the best CRM activities in Italy

2005  ICTeam became sponsor of the Osservatorio

2009 The“Consulta per il Micromarketing” was founded: a group of firms interested in supporting the Osservatorio Fedeltà in its research activity.

2012 Osservatorio Carte Fedeltà becomes Osservatorio Fedeltà, in order to stress how the loyalty goal remains paramount in a changing media environment, where soon plastic cards might be replaced by digital, mobile and social tools. www.osservatoriofedelta.it is born, the Osservatorio’s new website.