Learning objectives
To provide basic training in marketing at both the operational and strategic levels, with particular reference to industrial marketing (B2B). At the end of the course, the student will be able to draft a marketing plan.
Knowledge and understanding: acquiring basic concepts to develop the knowledge necessary to understand what is Industrial Marketing and its management from a strategic, tactical and operational point of view.
Applied Knowledge and understanding skills: being able to analyze, in a certain economic context, a problem of Marketing, identifying also the most suitable operative levers to arrive at a solution.
Making judgments: finding and evaluating tools necessary to conduct and manage a Marketing plan, with particular reference to a market research.
Communication skills: communicating with competence and language properties problems and solutions for the management of an Industrial Marketing plan.
Ability to learn: continuing and deepening, in autonomy or in group, theoretical-practical studies related to Marketing problems.
Prerequisites
None.
Course unit content
The Industrial Marketing Course provides conceptual and quantitative issues and methodologies for Strategic Marketing and Marketing Management, with particular focus on the sector of industrial products (Business to Business).
Full programme
- The definition of the marketing concept
- The evolution of the marketing concept
- Business-to-business markets
- The analysis of customer needs
- Customer purchasing behaviour
- Strategic and operational marketing
- Market analysis
- Marketing strategy
- Product, distribution, price and communication decisions
- The marketing plan
Bibliography
The suggested book is “Market-driven management - Marketing strategico e operativo", J.J. Lambin, McGrawHill – ISBN: 978-88-386-9935-1.
Moreover, the notes of the professor, as well as exercises, their solutions and all the supporting material used during the lessons will be available for students on the home page of the course on the web platform Elly.
In addition, the students may refer to the following secondary books:
- J.P. Peter, J.H. Donnelly jr, C.A. Pratesi, "Marketing", McGraw-Hill.
- J. Fahy, D. Jobber, “Fondamenti di marketing”, McGraw-Hill.
- M. Levens, F. Casarin, "Marketing", Pearson.
Teaching methods
Different teaching methodologies will be used throughout the course:
- Lecture with use of pptx slides
- Case study
- Presence of company testimonials
It 'also planned to carry out a project work (group for students attending, individual for students not attending) with discussion in class by the end of the course (or during the examination for students not attending).
Lessons will take place in presence. In the event of a health emergency, the teaching activities may take place in other forms such as mixed mode (limited number of students in the classroom and simultaneous streaming) or entirely at a distance. Information on such emergency arrangements will be published on the website www.unipr.it.
Recordings of all lessons will be made available for those who cannot attend in person. To access the recordings you must be registered with the Class Team.
Assessment methods and criteria
The final test is based on a WRITTEN TEST + a PROJECT WORK (group test for attending students, individual test for non-attending students).
The written test focuses on the contents of the course (lectures + reference text + any documents uploaded in Elly during the course). The project work will be discussed before the end of the lessons for attending students, or during the exam for non-attending students. The final grade will be communicated after the written exam directly in Esse3, and will be calculated as a weighted average of the grade of the written exam (60%) and the grade of the project work (40%).
Students have to register to the exam, exclusively via internet (https://unipr.esse3.cineca.it) up to 7 days before the exam itself.
It is also possible, for students attending the course, to take a test during the last week of lessons instead of the final exam. The date of this test will be agreed at the beginning of the course.
Students have to register also to the pre-test (instructions will be given during lessons).
A calculator may be used during the tests as long as it is not programmable and it is not allowed to use phones, smartwatches, books, notes, handouts and other didactic material during the course of the tests.
During the academic year there will be 7 calls (in addition to the pre-test), divided into three sessions: January/February and March/April, June/July and September, of which 3 in the session immediately following the course (January/February and March/April), and 2 in the remaining two sessions.
Other information
Non-attending students are recommended to periodically check the available teaching material and the instructions provided by the professor on the Elly web platform, this is e only professor/student communication tool. On this web platform, the slides used during the lessons and any additional material provided by the teacher will be uploaded weekly.
