- Docente: Francesco De Rose
- Credits: 10
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Economics and Marketing (cod. 0338)
Learning outcomes
The course in constructed in two modules. The Trade marketing module aims at providing tools and specific skills to manage the relationship industry-retail. The Business to Business Marketing module aims at illustrating and conveying market logics and methodologies where the exchange takes places between companies.
Course contents
Trade marketing module: Consumer purchaising behaviours; Reatail (commercial products and strategic group); Relationship Industry-retail; Trade Marketing actions (marketing, contractual, organization levers).
Business to Business module: Understanding businenss to business markets (market and customer distinctive features); Managing customer relations (definition of the offer); Strategy development (customer portfolio, positioning and differentiation) Technological and organization choises)
Readings/Bibliography
Trade marketing:
Trade Marketing. Fornari - Egea (2009)
Lecture notes on Trade Marketing (additional to textbook).
Business to Business Marketing:
Marketing Business to Business. Fiocca, Snehota, Tunisini - McGraw-Hill (2009)
Teaching methods
Frontal lesson; business contributions
Assessment methods
The exam consists in a written test with open answers.
Office hours
See the website of Francesco De Rose