Info
Logo Bocconi

Course 2017-2018 a.y.

20307 - INDUSTRIAL MARKETING


CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
GIOVANNA PADULA

Classes: 31 (I sem.)
Instructors:
Class 31: GIOVANNA PADULA


Course Objectives

This is a course of marketing focused on the specificities of the industrial markets. A special attention is addressed to the recent, relevant changes that have occurred in the industrial markets and that have been challenging the logic and processes implicit in the more traditional, well consolidated marketing practices. The course encourages students to take a critical approach through the reading and discussion of papers extracted from the relevant literature and the discussion of recent case studies.


Course Content Summary
  • Understanding industrial markets: distinguishing features and recent emerging trends.
  • The nature of the exchange processes in industrial markets.
  • The economic and competitive relevance of partnering with industrial customers.
  • The purchasing orientations of industrial customers.
  • The development of the value proposition in industrial markets: from the product to the customer solution.
  • The delivery of the value proposition in industrial markets.
  • The Key Account Management.
  • The marketing of projects: from competitive bidding to business solutions.
  • The customer-based innovation in industrial markets.
  • Cooperation and competition in industrial markets.

Detailed Description of Assessment Methods
For attending students

The assessment method is consistent with the course emphasis on students' active participation and ongoing learning throughout the course.
Hence, students' evaluation is primarily based on the quality of their involvement, demonstrated in a number of ways and, to a lesser extent, on a written exam.
  • Regular class participation, quality of contribution during class discussion, paper and case study presentation: 40%.
  • Research project: 30%.
  • Final written exam: 30%.
The evaluation of the students' class participation, quality of contribution during class discussion, paper and case study presentation, as well as the evaluation of the research project, are valid for the three regular exam calls in the academic year.

For non attending students

Non attending students have to take a written exam, on the contents of the course textbook, in one of the official exam dates.



Textbooks
For attending students
  • A selection of papers from the reading collection: Industrial Marketing, Egea, 2017.
For non attending students:
  • Reading collection: Industrial Marketing, Egea,2017.

Last change 23/03/2017 10:40