IE1030 Cosmetic Industry World

At the end of the course the student will be able:

1. to better understand the dynamic environment of  enterprises and associations connected to the Cosmetic System
2. to deeply asses the marketing strategies related to the consumer behaviour in a competitive frame
3. to apply theoretical tools to analyse the Cosmetic market
4. to appreciate the relevance of issues discussed in the course in several Cosmetic Italian Industries, through direct participation of companies and entrepreneurs of the sector

At the end of the course the student will be able to:

-apply general models of analysis to a specific jndustrial sector

-to identify the key problems influencing the perforformacies of the companies in the sector

-to identify the integration roles among the different competencies 

-to evaluate the development strategies followed by a  single company

The course presents the key factors of the Italian Cosmetic System, specifically looking to the strategies applied in firms of the sector. The course provides theoretical and methodological guidelines with the support of company presentations.

The course is structured in three main parts. In the first one the importance of Cosmetic organization is introduced and argued with the support of entrepreneurs, understanding the roles of firms and the complexity among several players included the consumer behaviour. The second part of the course provide the tools to analyse and understand the market, in way to support strategies with product and marketing policies, as well as the distribution channel and the complexity of the sector. The third part will present the structure of Italian Cosmetic System but also will focus on the communication and the importance of individual in networks. During the entire course will be the presence of company presentations: representative from leading cosmetic industries will be invited to tell their experience and in some occasions it will be the possibility to visit directly some firms.