Course 2012-2013 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 of the industrial markets. A special attention is addressed to the recent, more relevant changes that have occurred in the industrial markets and that have been challenging the logic and processes implicit in the more traditional, well consolidated marketing practices. The course encourages students to take a critical approach through the reading and discussion of papers extracted from the relevant literature and the discussion of recent case studies.

Course Content Summary

• Understanding industrial markets: from a transactional to a relational perspective
• The types of marketing relationships in industrial markets
• The development of relationships with business customers
• 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

Attending Students

Attending students are expected to participate actively at the course classes through different ways. The evaluation is consequently based on:

• Regular class participation, paper and case study presentation as well as participation at other students’ presentations of papers case studies: 40%
• Research project: 30%
• Final written exam: 30%

The evaluation of class participation, paper and case study presentation, participation at other students’ presentations of papers and case studies, as well as the evaluation of research project are valid for the three regular exam calls in the academic year 2012-2013.

Non attending Students

Non attending students’ evaluation is based on a written exam.


For both attending and non attending students, the written exam is based on a set of questions extracted from a list of questions on the papers included in the reading collection of the course. The lists of questions is distributed by the end of the course. The number of questions and type of questions for attending students is different from those for non attending students. Further details about the written exam are provided in the detailed program of the course.

Textbooks

Reading collection (EGEA 2012)

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

Last change 29/03/2012 16:29