Insegnamento a.a. 2020-2021

• Industrial markets: distinguishing features and recent emerging trends.
• Types and nature of exchange processes in industrial markets. 
• Types of exchange processes and implications on effective management practices. 
• Economic and competitive relevance of partnering with industrial customers.
• Cooperation and competition in industrial markets.
• Customers’ purchasing behavior in industrial markets across different types of exchange processes.
• Industrial market segmentation and customer portfolio analysis.
• Value proposition for industrial customers.
• Key Account Management approaches and practices.
• Industrial Customer Equity.

This course should prepare the students to:

• Identify the main distinguishing features that characterize industrial markets and understand how these features affect the development of effective industrial customer management practices.
• Select ways to deal with the increasing complexity in firm-to-firm interdependences.
• Recognize ways to develop customer knowledge.
• Select ways to serve industrial customers.
• Estimate the economic returns of industrial customer relationships.

This course should prepare the students to:

• Analyse a specific industrial market context and acknowledge the nature of the inter-firm interdependences as well as select approaches to develop and mantain a competitive advantage in that market.
• Analyze a customer business context and choose strategies to gain customer preferences and maintain customer relationships over time.
• Measure the economic returns of the investments in the relationships with industrial customers.

• Face-to-face lectures
• Case studies /Incidents (traditional, online)
• Individual assignments

• Case Studies consist in reading and discussing cases where a specific topic is well detailed in practice. These cases expose the students to fruitful contexts of application of specific topics included in the course program. By getting exposed to these case studies, students learn how to use concepts and models in practice as well as they are challenged in critically thinking of ways to solve issues that firms managing industrial customers typically face. 
• Individual assignment consists in a research project where students develop a research paper on a specific, well focused research question, under the supervision of the course instructor. This research project aims at providing the students with an opportunity to open their minds to the more relevant changes that have been challenging the ways to manage industrial customers, develop a rigorous method of inquiry, challenge their critical thinking, and strive for a non obvious managerial response.

• The written exam is taken at the end of the course in one of the regular exam dates. The written exam is based on three questions extracted from a list of questions on the course contents included in the program and discussed during class hours. The set of questions that  form the text of the exam are extracted on the exam date, at the beginning of the examination. The overall list of questions from which the text of the exam is extracted is distributed in the few days following the end of the course. 
• The individual assignment consists in carrying out a research project, i.e. writing a paper bound to answer to a specific research question under the supervision of the course instructor.
• Active class participation assessment is based on the quality of the students’ contribution during class discussion. Students are encouraged to read in advance the material referred to the class topic and their contribution to class discussion on that topic is assessed. Also, students’ contribution in case study discussion is assessed and included in this area of evaluation. The evaluation of the students’ class participation and research project are valid for the three regular exam calls in the academic year 2020-2021.

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

A selection of papers from the Reading Collection: Industrial Marketing, EGEA 2020. The selection of papers are those included in the course detailed program.

Reading Collection: Industrial Marketing, EGEA 2020. The whole set of papers published in the Reading Collection is required for non-attending students.