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Course 2006-2007 a.y.

8160 - BTOB MARKETING


GM-LS - MM-LS - OSI-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - CLEACC-LS - DES-LS - CLEMIT-LS - CLG-LS
Department of Marketing

Course taught in English


Go to class group/s: 31

GM-LS (6 credits - II sem. - AI) - MM-LS (6 credits - II sem. - AI) - OSI-LS (6 credits - II sem. - AI) - AFC-LS (6 credits - II sem. - AI) - CLAPI-LS (6 credits - II sem. - AI) - CLEFIN-LS (6 credits - II sem. - AI) - CLELI-LS (6 credits - II sem. - AI) - CLEACC-LS (6 credits - II sem. - AI) - DES-LS (6 credits - II sem. - AI) - CLEMIT-LS (6 credits - II sem. - AI) - CLG-LS (6 credits - II sem. - AI)
Course Director:
STEFANIA BORGHINI

Classes: 31 (II sem.)
Instructors:
Class 31: STEFANIA BORGHINI


Course Objectives

The purpose of this course is to give students a thorough grounding in industrial marketing by exploring in-depth the most innovative concepts, theoretical models, and tools from the field. Combining the analysis and comparison between theories and managerial practices, students are introduced to the logics underlying the creation of value in the exchange processes between sellers and buyers.
The contents provided by the course allow students to develop new knowledge about industrial markets and improve analytical and decisional skills. Basically, students are able to:

  • familiarize with the terms, concepts, and constructs of business-to-business marketing;
  • build significant knowledge of the activities, results, and experience of industrial marketers;
  • acquire frameworks and tools for analyzing the appropriateness and effectiveness of the industrial marketing functions of firms with respect to their products and services, markets, and industries.
  • acquire methods to analyze the network of business and non business actors (stakeholders) surrounding the market
  • develop a marketing plan in order to act in anticipation prior to any project opportunity
  • develop an offering strategy aimed at joint constructing the demand with major players in the market and in the network

Course Content Summary

The course covers the following topics:

  • Major concepts in business to business marketing
  • Organizational buying behaviour
  • The relational approach
  • Market segmentation: micro and macro segmentation
  • Positioning
  • Product management: adaptation and market orientation
  • New product planning and development
  • Selling and key account management
  • Industrial promotion

Detailed Description of Assessment Methods

Attending students

  • Group work (Case studies and field project)
  • Written exam on session assignments, slides and notes

 Non-attending students

  • Written exam on the 2 textbooks

Textbooks
  • D. FORD, P. BERTHON, S.J. BROWN, et al., The Business Marketing Course: Managing in Complex Networks, Wiley, 2002.
  • B. COVA, P. GHAURI, R. SALLE, Project Marketing: Beyond Competitive Bidding, Wiley, 2002.
Exam textbooks & Online Articles (check availability at the Library)
Last change 12/04/2006 00:00
 

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