A15006 Innovation & Marketing for SMEs

Scuola di Economia e Management
Scheda Insegnamento
Anno Accademico 2019/20 Primo Semestre

Docente TitolareChiara Mauri
UfficioEdificio Torre Sesto Piano
Telefono0331 572450

Obiettivi di apprendimento attesi

The goal of the course is to educate students to create effective marketing plans for new products. Students will learn to develop a marketing plan for a real new product.

Risultati di apprendimento attesi

Students will learn how to develop a marketing plan in a real business situation through the participation in a business project.

Contenuti dell’insegnamento

Topics include:

  • The marketing concept, strategic marketing and marketing operations, marketing planning
  • The launch of a new product: from concept generation to market launch: the business project
  • The structure of a marketing plan
  • Market analysis
  • Marketing research to understand the market: qualitative and quantitative
  • Demand segmentation, targeting, and positioning
  • The marketing mix for the new product
  • New product failures
  • KPi's to track the launch of new products
  • Organizing for new products: make and buy of marketing services

Metodologia Didattica

The course is based on a mix of lectures, guest speeches, case studies, and exercises about the different phases of new product development. The mix enables students to apply concepts to real-life situations and deals.

Modalità con cui viene accertata l’effettiva acquisizione dei risultati di apprendimento.

Attending students:

The final grade is based on:

a) the quality of the marketing plan of a new product presented in class

b) points gained in the exercised assigned in class

Non-Attending students:

Individual final written exam on course slides and material. The exam is made of 15 questions, each worth 2 points. 

Per accedere al syllabus completo entrate nel selfservice studenti