A91030 Cosmetic Industry World

Scuola di Economia e Management
Syllabus
Academic Year 2016/17 First 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

For students attending classes, the grade will be based on the average of grades obtained during the course. The grade will be based on written exams, class participation, quality of the contributions to the class discussions and work group presentations. In order to be considered “attending student” is required the 80% of presence in the classes of the course and the instructor evaluation of the single part. All other students should pass an oral exam. The program of the oral exam will be defined by the coordinator of the course.

Syllabus

Session 0
Hours of lesson: 0
Instructor:

Topics:

Session 1

Date: 17th October

Time: 14.00 – 17.00

Hours of lesson: 3

Topics

Cosmetica Italia and the University: introduction to the course
The cosmetic entrepreneurial system: strategies and structures of the company

 

Abstract

Illustration of the main characteristics of the cosmetic industry, its articulation in companies of different size,  structure and business model.

 

Session 2

Date: 18th October

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Statistics of the Italian cosmetic system

 

Abstract

Cosmetica Italia’s Centro Studi is the official source of market data that offers them in its main articulations of product - channel.

 

Session 3

Date: 24th October

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

The organizational functions of the cosmetic company

 

Abstract

The cosmetic company's human resources are, by the very nature of the product, customer and consumer oriented. Therefore, education, communication, marketing and the regulation guiding the cosmetic industry (regulatory) are its distinctive features.

 

Session 4
Date: 25th October

Time: 13.00 – 18.00

Hours of lesson: 5

 

 

Topics

Firm Visit - FRAMESI S.P.A.

 

Abstract

Framesi is a sme company operating in the professional hairdressing channel, providing products to over 40 countries worldwide, with particular competitiveness in dying products. The plant is located in Paderno Dugnano (MI). Its president and owner is Fabio Franchina, past president of Cosmetica Italia and Cosmetics Europe.

 

Session 5

Date: 7th November
Time: 14.00 – 17.00

Hours of lesson: 3

 

Topics

Measuring and analyzing social networks for communication of Italian cosmetic

 

Abstract

The role of communication and related media has become increasingly more important in the cosmetics sector constituing a new and complex organizational function.

 

Session 6
Date: 8th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

Topics

Illustration of the herbalist channel in the particular articulation of the mono brand sales points: Bottega Verde case history

 

Abstract

Bottega Verde is the largest Italian company in the herbalist and mail order channel. Its mono brands stores are more than 400.

 

Session 7
Date: 14th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

Topics

Marketing for luxury cosmetic goods. Necessary tools to analyze the market

 

Abstract

The context of luxury goods is extremely dynamic and well-developed and it is a sector in which all marketing tools come into play in a very sophisticated way, especially focused on pharmaceutical channel, the most developed one in last five years.

 

Session 8
Date: 15th November

Time: 13.00 – 18.00

Hours of lesson: 5

 

 

Topics

Firm Visit - ICR

 

Abstract

ICR is, from over 40 years, leader in the selective perfumery industry for the production of perfumes and cosmetics for third parties, counting in its portfolio of clients the most prestigious Italian and international brands.

 

Session 9
Date: 21st November

Time: 13.00 – 18.00

Hours of lesson: 5

 

 

Topics

Firm Visit – Pink Frog

 

Abstract

Pink Frogs is a small contract manufacturer company, very open to innovation of the production and organization process and very keen to issues related to sustainability that it has successfully introduced in its plant.

 

Session 10
Date: 22nd November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Illustration of the professional beauty channel articulated in the different service delivery points: Bioline case history.

 

Abstract

Bioline is a small Italian family company very focused on product development and very oriented towards internationalization.

 

Session 11
Date: 28th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Marketing culture-based products in perfumery: the case of the Merchant of Venice.

 

Abstract

Marco Vidal is the exponent of the third generation of a family that has always been involved in the perfumery channel and very close both in culture and in the trade to the history and traditions of the merchant city of Venice.

 

Session 12
Date: 29th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

The self-regulation advertising for the best quality communication and The communication system in the cosmetic sector.

 

Abstract

The increasingly strong pressure from the marketing of cosmetic companies to consumers to promote their products has to deal with the Advertising Code of Conduct for proper and effective communication with the consumer.

The Association's role in the presentation of the industry to the stakeholders.

 

Session 13
Date: 12th December

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Mid -term scenarios of the global cosmetic market.

 

Abstract

In a macroeconomic scenario characterized by growth perspectives subjected to multiple risk factors, impact of Brexit first, the cosmetic industry in 2016 is characterized by a general improvement in economic indicators.

 

Readings:


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