Course 2009-2010 a.y.



Department of Marketing

Course taught in English

Go to class group/s: 31
MM-LS (6 credits - I sem. - AI) - AFC-LS (6 credits - I sem. - AI) - CLAPI-LS (6 credits - I sem. - AI) - CLEFIN-LS (6 credits - I sem. - AI) - CLELI-LS (6 credits - I sem. - AI) - DES-LS (6 credits - I sem. - AI) - CLG-LS (6 credits - I sem. - AI) - M-LS (6 credits - I sem. - AI) - IM-LS (6 credits - I sem. - AI) - ACME-LS (6 credits - I sem. - AI) - EMIT-LS (6 credits - I sem. - AI)
Course Director:

Classes: 31 (I sem.)

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 formingthe 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

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 as follows:

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

Non-attending Students

Non-attending students have to take a written exam at regular exam dates. The written exam will be based on a set of questions extracted from a list of questions on the papers included in the reading collection of the course. The set of questions that will form the text of the exam will be extracted at the exam date, at the beginning of the examination. The overall list of questions from which the text of the exam is obtained will be distributed before the end of the course.


  •   Reading collection (EGEA 2009 + Course reserve)
Exam textbooks & Online Articles (check availability at the Library)
Last change 26/03/2009 15:51