Insegnamento a.a. 2013-2014

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) - CLAPI (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)

Course Director:
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: from a transactional to a relational perspective
• The types of marketing relationships in industrial markets
• The development of relationships with business customers
• Understanding how to relate with whom
• Assessing industrial customer needs in a relational perspective: from adapting to existing needs, to anticipating customer problems, to developing business solutions
• Developing and delivering value for industrial customers in a relational perspective: understanding marketing as a business of solutions
• The marketing of projects: from competitive bidding to business of solutions
• Cooperation and competition in industrial markets

Detailed Description of Assessment Methods

For non-attending students

Non-attending students have to take a written exam in regular exam dates.

For both attending and non-attending students, the written exam is based on a set of questions extracted from a list of questions on the papers included in the reading collection of the course. The lists of questions are distributed by the end of the course. The number of questions and type of questions for attending students are different from those developed for non-attending students. Further details about the written exam are provided in the detailed program of the course.

For attending students

Attending students are expected to participate actively at the  course classes through different ways, Their evaluation is consequently based on:

• Regular class participation: 40%
• Research project: 30%
• Final written exam: 30%

The evaluation of their class participation, paper and case study presentaion, as well as the evaluation of their research project is valid for the three regular exam calls in academic year 2013-2014.

Textbooks

For attending and non attending Students

• Reading collection (EGEA 2013)

Exam textbooks & Online Articles (check availability at the Library)

Last change 29/03/2013 14:54