Learning objectives
Knowledge and understanding:
Students will demonstrate knowledge and understanding in the appropriate deployment of industrial marketing techniques.
Applying knowledge and understanding:
Students can apply knowledge and understanding and have competences demonstrated through devising and sustaining arguments and solving problems within industrial marketing.
Making judgements:
Students will have the ability to gather and interpret relevant data within the field of industrial marketing to inform judgements and reflection.
Communication skills:
Students will demonstrate capabilities to communicate information, ideas, problems and solutions within the field of industrial marketing.
Learning skills:
Students will develop those learning skills that are necessary for them to further develop a solid knowledge base of integrated marketing management models with a high degree of autonomy.
Prerequisites
There are no compulsory prerequisites.
Course unit content
Topics will cover the major theoretical constructs and operational techniques to assist firms in making sound marketing decisions with a specific focus on B2B relationships.
Full programme
Basic concepts and ideas
Characterization of B2B marketing
Market targeting
Operational decisions for value creation
Marketing planning and control
Marketing information systems
Bibliography
Giacomazzi Franco, Marketing Industriale, Polipress, 2008.
Teaching methods
The lecture will be a blending of the instructor presenting relevant material and a learning by doing of the students (case studies and exercises) in order to stimulate their critical thinking.
Assessment methods and criteria
The exam consists of a written test, both in form of open questions and exercises.
Other information
Participation in lectures is not compulsory. Lecture slides in “pdf” format will be made available via web to unattending students.
