N91452 Industrial Marketing

The course is aimed at developing students' knowledge on theoretical and application issues of business-to-business (B2B) marketing, with particular attention to the definition and management of channel strategies. For a better overview of the topic, the main differences with business-to-consumer (B2C) marketing will also be discussed.

Students will be able to frame and analyse the main variables and tools of industrial marketing with awareness and critical spirit.

1. Introduction to the course + Overview of the Marketing Process + Strategic Marketing Process (First Part)  (Andrea Urbinati)
2. Strategic Marketing Process (First Part) + (Second Part) (Andrea Urbinati)
3. Operational marketing: Segmentation (First Part) (Andrea Urbinati)
4. Reaching agreements between companies and institutions: (i) negotiation techniques, (ii) strategies to overcome the impasse, (iii) negotiation languages, (iv) examples of success and critical cases (Luciano Traquandi)
5. Operational marketing: Segmentation (Second Part) + Case Analysis (Andrea Urbinati)
6. Critical situations in commercial transactions: (i) the Gibb model to communicate in risky situations, (ii) conflict management in negotiations, (iii) models for extreme negotiations, (iv) analysis of audiovisual cases (Luciano Traquandi)
7. Operational marketing: Needs Analysis, the Purchasing Process, the Marketing Mix, the Product (Andrea Urbinati)
8. Operational marketing: Distribution (Andrea Urbinati)
9. Operational marketing: Price + Communication (Andrea Urbinati)
10. Marketing and Innovation (Andrea Urbinati)
11. Presentation of the Integrative Projects (Andrea Urbinati + Luciano Traquandi)
12. Strategic and Operational Marketing: from the entrepreneurial idea to the marketing plan (First Part) (Andrea Urbinati)
13. Strategic and Operational Marketing: from the entrepreneurial idea to the marketing plan (Second Part) (Andrea Urbinati)

The course is developed along 13 modules for a total of 52 hours. Teaching is based on the principle that heterogeneous learning styles and different teaching methods allow students to acquire transversal skills. Students will be called to work individually and in groups; before and during classes; listening, watching, debating and creating synthesis. The hope is to build together an interesting and functional teaching to the progressive absorption of know-how with an adequate critical spirit. Active participation in the course is essential.
The teaching will be substantially based on:
• frontal lessons with slide support
• in-depth information on reference texts
• case study readings with discussions - group / individual and plenary - in the classroom
• supplementary project (optional)

The actual acquisition of the learning results will be verified through a written test and an oral exam.
To access the oral exam it is compulsory to pass the written test with sufficient assessment (18/30).
The supplementary project is optional and allows up to a maximum of 2 additional points on the overall final grade acquired after the oral exam.
The composition of the final grade is as follows: (written test * 60% + oral exam * 40%) / 2 + 2 points [max] for the supplementary project.