- Docente: Vincenzo Tassinari
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Economics and Marketing (cod. 0895)
Course contents
The course is articulated in two units. The trade marketing unit aims at providing students with specific skills to manage the industry-retail relationship.
The business to business marketing unit aims at illustrating and transfer logics and methodologies of those markets where the exchange is between enterprises.
Trade marketing: consumers purchasing behaviours, retail (products and market policies); sales channels; trade marketing.
Business to business marketing: understanding business markets; managing the relationship with customers; developing the strategy.
Readings/Bibliography
Attending students:
Lecture notes
Non-attending students:
- Trade marketing. Fornari – Egea 2009
- Marketing business to business. Fiocca, Snehota, Tunisini – McGraw-Hill (2009)
Capitoli: 1,2,3,6,7,8,9,10,11,13
Teaching methods
Lectures, Business cases
Assessment methods
Written test with open questions
Office hours
See the website of Vincenzo Tassinari