Course 2010-2011 a.y.

Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLAPI (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08)

Course Director:
GIOVANNA PADULA

Course Objectives

This is a course of marketing focused on the specificities as well as more relevant recent changes occurring in industrial markets and challenging the logic and activities forming the more traditional, well consolidated marketing practices. The course encourages students to take a critical approach through the reading and discussion of papers taken from the relevant literature and the discussion of recent case studies.

Course Content Summary

• Understanding industrial markets: from transactional to relational perspective.
• The types of marketing relationships in industrial markets.
• Understanding how to relate with whom.
• Assessing industrial customer needs in a relational perspective: from adapting to existing needs, to anticipating customer problems, to developing business solutions.
• Developing and delivering value for industrial customers in a relational perspective: understanding marketing as a business of solutions.
• The marketing of projects: from competitive bidding to business of solutions
• Cooperation and competition in industrial markets.

 

Detailed Description of Assessment Methods

For attending students

Attending students have to present papers and discuss case studies during the regular lectures. They have also to engage in a project study and write a final report under the supervision of the instructor. Their evaluation will be based on their class presentations and participation in the other student presentation, as well as on the project study report and on a final written exam as follows:

• paper and case study presentation, participation in the discussion of the other student presentation: 40%
• project work: 30%
• written exam: 30%

Non-attending students

Non-attending students have to take a written exam at regular exam dates. The text of the exam will be given by a set of questions based on the papers included in the reading collection of the course.

Textbooks

Reading collection (EGEA 2010)

Exam textbooks & Online Articles (check availability at the Library)

Last change 20/04/2010 14:39