49236 - Economics and Marketing

Academic Year 2022/2023

  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: First cycle degree programme (L) in Applied Pharmaceutical Sciences (cod. 8518)

    Also valid for First cycle degree programme (L) in Applied Pharmaceutical Sciences (cod. 8518)

Learning outcomes

After completing the course, the student will have the basic knowledge on marketing activities that take place in companies, in terms of strategic and operative marketing.

Course contents

Course Economics and Marketing

The course has the training objective of developing the basic knowledge related to the use of the Marketing system and the tools that the system uses to support the business system and the different distribution models. The analysis of the Marketing system crosses the different themes of the market system, from the business analysis and to the distribution models, passing through product marketing and everything that follows. The course addresses the issues of economics and marketing for non-professionals, to understand how the marketing system is not only for specialists, but is part of our life, regardless of the role we have, enters our daily actions, choices, decisions . Knowing the rules of the game helps us to understand the context in which we move, to prevent mistakes, to implement the best strategies.The course program is divided into modules that are connected to each other, which outline a theoretical-practical learning path.

Program / Content

 

1) The social model "health and well-being": how the market system changes, from companies to distribution channels;

2) The concepts of marketing applied to the business and distribution network of health and wellness field; from strategic marketing to operational marketing;

3) The market segmentation criteria: how to know customers needs through marketing tools;

4) Consumer, customer, patient: the role of the "point of sale" in the proposal and advice on health and well-being;

5) Marketing tools to support sales processes: merchandising and category management;

6) The characteristics of wellness products: banal and complex products, impulse purchases and rational purchases;

7) Project management in companies - business processes for launching a product on the market, from formulation to positioning;

8) comparison between distribution network; point of strength and weakness (SWOT analysis);

9) Customer service at the point of sale: pre-sale service, after-sales service as tools for loyalty;

10) The lay out of the store: exhibition models and purchase paths for consumers;

11) consumer purchasing behavior - rational purchases and impulse purchases;

12) The supplement market: positioning and distribution;

13) Food supplements and marketing strategy: the marketing roles for the construction and positioning of dietary supply and food supplements on the market;

14) Sales promotions and communication at the point of sale;

15) The role of packaging in positioning and promotion of consumer goods;

16) The role of the price factor in the sale of wellness products;

**** - WORKSHOP - BUSINESS CASES

Readings/Bibliography

il Marketing in Farmacia - editore Maggioli 

il Mercato degli Integratori - editore Maggioli 

Teaching methods

Frontal lesson, with presentation of the topics through slides.

Assessment methods

Verification of the learning results will take place with the ORAL examination, in the appeals set by the University.
Attendance to lessons, although not mandatory, will be element of evaluation.

Teaching tools

After each lesson makes available the slide presentation in the Educational Materials section, or on request at the end of lesson. 

Office hours

See the website of Roberto Romagnoli