MARKETING INDUSTRIALE

MARKETING INDUSTRIALE

_
iten
Code
66300
ACADEMIC YEAR
2018/2019
CREDITS
6 credits during the 1st year of 8734 Management Engineering (LM-31) SAVONA
SCIENTIFIC DISCIPLINARY SECTOR
ING-IND/35
LANGUAGE
Italian (English on demand)
TEACHING LOCATION
SAVONA (Management Engineering)
semester
1° Semester
Teaching materials

OVERVIEW

Marketing can no longer be considered as one of the functions of the company but it is increasingly identified with its overall management, constituting the cultural essence of the entire corporate system. Marketing is therefore broadly intended as a way to manage the enterprise and as a vision to successfully tackle current market competition.

AIMS AND CONTENT

LEARNING OUTCOMES

Basic issues in marketing management

AIMS AND LEARNING OUTCOMES

The student will be able to write a marketing plan

Teaching methods

Face to face lectures, paper discussion, exercises, contest participation

SYLLABUS/CONTENT

Market analysis (Abell model, BCG, GE and Porter models)

Segmentation

Positioning and SWOT analysis

MArketing mix definition

RECOMMENDED READING/BIBLIOGRAPHY

Marketing Management Millenium Edition, Tenth Edition, by Philip Kotler,  2000 by Prentice-Hall, Inc. + slides and articles available on aula web

TEACHERS AND EXAM BOARD

Exam Board

STEFANIA TESTA (President)

SILVIA MASSA (President)

GIOVANNI LOMBARDO (President)

GIAN CARLO CAINARCA (President)

LUCIA CASSETTARI

MARCO RABERTO

LESSONS

Teaching methods

Face to face lectures, paper discussion, exercises, contest participation

LESSONS START

In accordance with official calendar

EXAMS

Exam description

Oral test

Assessment methods

oral test + paper discussion + project work for contest