- Docente: Patrizio Ferrari
- Credits: 3
- SSD: SECS-P/10
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Applied Pharmaceutical Sciences (cod. 0914)
Course contents
Economics and Marketing Course
The course aims to present the basics of marketing.
The course program consists of modules connected together, outlining a path of learning theory and practice.
Program
03 October 2011 - 2 h
Lesson 1 - Introduction to Marketing - Company, Mission & Vision
What is the Company and what are its values, expressed in the mission and vision.
07 October 2011 - 2 h
Lesson 2 - Fundamentals of Marketing - Definition, History and Ideology
The market definition and marketing, its ideology and history, the concepts of strategy and tactics, strategic planning and marketing management.
10 October 2011 - 2 h
Lesson 3 - Marketing Strategy and Tactics - Planning, Management
The concept of strategic and tactical marketing. The process of planning and management of marketing activities.
14 October 2011 - 2 h
Lesson 4 - Strategic Marketing - Marketing Analytic
Methods for market analysis, presentation of case studies.
17 October 2011 - 2 h
Lesson 5 - Strategic Marketing - Segmentation, Targeting
The principles of marketing strategy: market segmentation, the model of Abell and analysis of the attractiveness of market segments with the selection of the segments of interest (targeting).
21 October 2011 - 2 h
Lesson 6 - Strategic Marketing - Positioning
The positioning of products, the Boston Matrix (BCG) and McKinsey (GE).
Case history in the pharmaceutical market.
24 October 2011 - 2 h
Lesson 7 - Clients
Definition of customer / consumer relationships with the company, the purchase process, customer value and customer satisfaction, the strategy of value to pursue the companies, the model of Porter's value chain.
14 November 2011 - 2 h
Lesson 8 - Competitors
Analysis of the competition through the competitive profile, the impact analysis, the Porter's 5 forces and SWOT analysis. How do you measure marketing performance (market share, penetration index and evolution), who are the stakeholders enterprise and how to improve the performance benchmarking.
18 November 2011 - 2 h
Lesson 9 - Product
Lifecycle of the product, brand value, defined as the break-even point of a product.
21 November 2011 - 2 h
Lesson 10 - Marketing Operations
The levers of marketing, marketing mix and the structure of the marketing plan. The modern management of the customer by customer relationship management systems (CRM).
02 December 2011 - 2 h
Lesson 11 - Types of Marketing
Presentation of the concepts of Incubators, Spin Off, Franchising, Trade Marketing, the role of suppliers.
16 December 2011 - 2 h
Lesson 12 - Web Marketing
Social marketing and the basics of business and internet marketing.
Assessment methods
The assessment will be done by two written examinations (the first on the first 6 lessons, the second of all classes with a predominance of lessons 7-12). Each evaluation can have a maximum grade of 30/30 and the total score is the arithmetic average of the scores obtained in the two individual tests. The written tests will be supplemented by a brief oral test, its outcome may modify or not the marks obtained in written test.
Office hours
See the website of Patrizio Ferrari