IE1030 Cosmetic Industry World

InterFacoltà
Syllabus
Academic Year 2014/15 Second Semester

Learning Objectives

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

Learning targets

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

Course Content

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.

 

Course Delivery

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.

Course Evaluation

Syllabus

Session 0
Hours of lesson: 0
Instructor:

Topics:

Session 1

05/03/2015

Time: 14.00 – 17.00

Hours of lesson: 3

Instructor: Cosmetica Italia

Topics:

Introduction to the Italian Cosmetic System

 

Session 2

30/03/2015

Time: 14.00 – 18.00

Hours of lesson: 4

Instructor: Cosmetica Italia

Topics:

Firm Visit - The Relevance of Competitive Dynamics

 

FRAMESI S.P.A.
Strada statale dei Giovi, 135
20037 Paderno Dugnano (MI)

 

Session 3

31/03/2015

Time: 10.00 – 13.00

Hours of lesson: 3

Instructor:  Antonio Argentieri

Topics:

 

Necessary Tools to Analyze the Market Positioning of a Cosmetic Product – Parameters to define a Brand Positioning – Internationalization – Differences between Export Sales and Internationalize a Brand

 

Session 4

10/04/2015

Time: 14.00 – 18.00

Hours of lesson: 3

Instructor:

Topics:

Marketing for Luxury cosmetic goods. Necessary Tools to Analyze the Market

 

Session 5

17/04/2015

Time: 14.00 – 18.00

Hours of lesson: 3

Instructor:

Topics:

Product, Marketing and Pricing Policies

Session 6

24/04/2015

Time:14.00 – 18.00

Hours of lesson: 3

Instructor:

Topics:

Distribution Channels and Logistic in the Cosmetic Sector

 

Session 7

8/05/2015

Time: 14.00 – 18.00

Hours of lesson: 3

Instructor:

Topics:

Communication and Cosmetic

 

Session 8

15/05/2015

Time: 14.00 – 18.00

Hours of lesson: 3

Instructor:

Topics:

From Individual to the Digital Community

 

 

Readings:

Session 2
Hours of lesson: 0
Instructor:

Topics:

Competitive dynamics

  • Competition analysis: shares, ditributions, specialization
  • Segmentation: market analysis, ditribution strategy
  • Company networks, supply chain
  • Internationalization: markets, promotion, distribution policy, partnership and market penetration, market plans

Readings:

Session 3
Hours of lesson: 0
Instructor:

Topics:

Consumer behavior

  • Purchasing and consumer process: market penetration, channel differentation
  • Motivations: consumer routine, see in shop, ADV, price
  • Consumer and channel mapping: loyalty/price indicators, quantity/price indicators, purchase propensity
  • Web use: e-commerce, market listening, communication and interation, loyaty, ROPO (research on-line, purchase off-line)

Readings:

Session 4
Hours of lesson: 0
Instructor:

Topics:

Market analysis tools

  • Quantitative research
  • Qualitative research
  • Analysis and data interpretation

Readings:

Session 5
Hours of lesson: 0
Instructor:

Topics:

Product, marketing and pricing policy

  • 4P (product, price. place, promotion)
  • Supply sistem
  • Launch of new poducts
  • Supply sistem management
  • Channels

Readings:

Session 6
Hours of lesson: 0
Instructor:

Topics:

Distributive channel and logistic in a cosmetic market

  • Distribution
  • Channel options
  • Segmentation
  • Sales management

Readings:

Session 7
Hours of lesson: 0
Instructor:

Topics:

Cosmetics and communication

  • Promotion and ADV
  • Misleading advertising, legislation
  • Intellectual poperty protection
  • International claim

Readings:

Session 8
Hours of lesson: 0
Instructor:

Topics:

Community

  • Networks: research and analysis (product, channel, competitors)
  • Social media marketing: blogger, community, analysis tools
  • E-commerce: legend or reality? Organizational appoach, AVD integrated tools

Readings:


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