Course 2016-2017 a.y.

20307 - INDUSTRIAL MARKETING


CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO

Department of Marketing

Course taught in English

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) - 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  |  12 credits SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
GIOVANNA PADULA

Classes: 31 (I sem.)
Instructors:
Class 31: 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, 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: distinguishing features and recent emerging trends
  • The nature of the exchange processes in industrial markets
  • The economic and competitive relevance of partnering with industrial customers
  • The purchasing orientations of industrial customers
  • The development of the value proposition in industrial markets: from the product to the customer solution
  • The delivery of the value proposition in industrial markets
  • The Key Account Management
  • The marketing of projects: from competitive bidding to business solutions
  • The customer-based innovation in industrial markets
  • Cooperation and competition in industrial markets

Detailed Description of Assessment Methods

Attending Students:
The assessment method is consistent with the course emphasis on students’ active participation and ongoing learning throughout the course.
Hence, students’ evaluation is primarily based on the quality of their involvement demonstrated in a number of ways and, to a lesser extent, on a written exam:
- Regular class participation and quality of contribution during class discussion 20%
- Paper and case study presentation: 30%
- Research project: 30%
- Final written exam: 20%
The evaluation of the students’ class participation and quality of contribution during class discussion, as well as the evaluation of paper and case study presentation, and the evaluation of the research project are valid for the three regular exam calls in the academic year.

Non-attending Students:
Non-attending students have to take a written exam, on the contents of the course textbook, in one of the official exam dates.



Textbooks

Attending Students:
  • A selection of papers from the reading collection: Industrial Marketing, EGEA 2016.
Non-Attending Students:
  • Reading collection: Industrial Marketing, EGEA 2016.
Exam textbooks & Online Articles (check availability at the Library)
Last change 21/03/2016 12:31