34469 - Industrial Marketing M

Academic Year 2021/2022

  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Engineering Management (cod. 0936)

Learning outcomes

The course aims to provide the basic elements for understanding the logic, the main concepts and tools of marketing and sales

The course addresses issues in a logical business process oriented to ensure

  • alignment of the company to market needs,
  • the acquisition of a distinctive and sustainable market positioning,
  • achieving the general objectives of enterprise, primarily sales and contribution margin.

Particular attention will be paid to the continuous check of the conditions that allow a consistent implementation of the marketing strategies in different market contexts.

Particular emphasis is given to issues related to B2B markets, but it will address major cross-cutting issues in all markets.

Course contents

Phase 1 - Marketing Process. The process of marketing in the company: steps, decisions, tools, output

  • Marketing and sales objectives – marketing plan
  • Market definition and evaluation
  • Client assessment: value definition, customer behaviour, customer experience, customer journey
  • Market segmentation and profiling
  • Market research
  • Marketing strategy development – objectives and targeting
  • Marketing strategy development – differentiation and positioning
  • Product life cycle management
  • Marketing mix for Value creation and Value delivery
  • Pricing strategy and management

2° fase – Marketing execution: in-depth analysis of marketing mix and marketing functions: Product/Brand management, Channel management and Trade marketing, Communication management, Web marketing and CRM, International marketing.

Readings/Bibliography

Book: P. Kotler, K. L. Keller - Marketing Management – Pearson (from 12 edition)

(nb the text can vary, and the final will be announced at the start of lessons)

At the end of the slide sets of each lesson will be indicated

  • the parts of the book relative to the lesson,
  • ·other books for learn more.

Teaching methods

During the course, different teaching methods will be used

  • Lessons with slide support
  • Incident/case studies discussions (previous individual preparation)
  • Presence of corporate testimonials
  • Group project work

Assessment methods

The examination procedure is differentiated between attending and non-attending students

Attending students

The assessment is divided into two activities that take place during the course and which have different weight

  • two knowledge verification tests with multiple choice questions; one is carried out at the end of phase 1 and one at the end of the course, duration 30'-40 'each, weight 40% (20%+20%)
  • project work on a problem proposed by a company: group work (4-5 partecipants) and evaluation is carried out during phase 2, involves carrying out activities on the field, requires the preparation of a final report and presentation; weight 60%

 

Not attending students

If the COVID19 rules allow the modality in presence, the exam is written, lasting 2 h., and is composed by

  • multiple choice questions - weight 33%,
  • one open question – weight 33%,
  •  case study to be solved - weight 34%.

If, on the other hand, only the distance relationship is allowed (on Teams), the exam is carried out in oral form.

Teaching tools

Support materials

  • slide (pdf) available from the day after the lesson,
  • cases studies / incidents available from the previous lesson to the discussion,
  • specific readings and texts indicated from time to time, aimed at the examination,
  • in-depth readings not aimed at the examination.

All available materials will be listed at the end of the slide sets of each lesson and published on https://virtuale.unibo.it/

Office hours

See the website of Claudio Pitilino