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Course 2005-2006 a.y.

8160 - BTOB MARKETING


GM-LS - MM-LS - OSI-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - CLEACC-LS - DES-LS - CLEMIT-LS - CLG-LS
Department of Marketing

Course taught in English


Go to class group/s: 31

GM-LS (6 credits - II sem. - AI) - MM-LS (6 credits - II sem. - AI) - OSI-LS (6 credits - II sem. - AI) - AFC-LS (6 credits - II sem. - AI) - CLAPI-LS (6 credits - II sem. - AI) - CLEFIN-LS (6 credits - II sem. - AI) - CLELI-LS (6 credits - II sem. - AI) - CLEACC-LS (6 credits - II sem. - AI) - DES-LS (6 credits - II sem. - AI) - CLEMIT-LS (6 credits - II sem. - AI) - CLG-LS (6 credits - II sem. - AI)
Course Director:
STEFANIA BORGHINI

Classes: 31 (II sem.)
Instructors:
Class 31: STEFANIA BORGHINI


Course Objectives

The purpose of this course is to give the students a thorough grounding in industrial marketing  exploring in-depth the most innovative concepts, theoretical models, and tools from the field. Combining the analysis and comparison between theories and managerial practices. The students are be introduced to the logics underlying the creation of value in the exchange processes between sellers and buyers.
The contents provided by the course allow the students to develop new knowledge about industrial markets and improve analytical and decisional skills. Basically, students are able to:

  • familiarize with the terms, concepts, and constructs of business-to-business marketing;
  • build significant knowledge of the activities, results, and experience of industrial marketers;
  • acquire frameworks and tools for analyzing the appropriateness and effectiveness of the industrial marketing functions of firms with respect to their products and services, markets, and industries.

Course Content Summary

The course covers the following topics:

  • Major concepts in business to business marketing
  • Organizational buying behaviour
  • The relational approach
  • Market segmentation: micro and macro segmentation
  • Positioning
  • Product management: adaptation and market orientation
  • New product planning and development
  • Business marketing channels
  • Industrial pricing
  • Selling and key account management
  • Industrial promotion

Detailed Description of Assessment Methods

Attending students

  • Group work
  • Written exam

Non attending students

  • Written exam

Textbooks
  • D. FORD, P. BERTHON, S. J. BROWN, ET.AL., The Business Marketing Course: Managing in Complex Networks, Wiley, 2002.
  • Cova Bernard, P. Ghauri, R. Salle, (2002), Project Marketing: Beyond Competitive Bidding, Wiley.
Exam textbooks & Online Articles (check availability at the Library)
Last change 02/05/2005 00:00
 

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