Lectures and exercises |
hours |
Topics |
Specific contents |
|
1-Introduction and definitions |
Definition of business marketing; reference framework for the course; characteristics of industrial goods markets and differences form the consumer goods. |
4
|
2-Marketing strategy |
Market segmentation: models, techniques and tools; the choice of market segments (market targeting): actractiveness and competitivity analysis; product positioning: positioning maps and gap analysis. |
4
|
3-Marketing mix: pricing |
The importance of pricing in B2B; the characteristics of pricing in B2B; the drivers of pricing decisions in B2B; The phases of pricing process in B2B; pricing strategies and objectives; 4 criteria for price determination in B2B; pricing policies; manoeuvres on prices and margins. |
8
|
4-The Frigobanc case |
Determining the price of an industrial good with the full costing method. |
2
|
5-Marketing mix: product |
The phases of new product development process; problems and decision supporting solutions in design; techniques and tools for new product development in B2B: Competitor Analysis and Benchmarking, Conjoint Analysis, Quality Function Deployment (QFD), Value Analysis and Engineering, Concurrent Engineering, Design of Experiments; organising new product development. |
8
|
6-The Finn-Power case |
Variety management in B2B contexts characterised by frequent engineering changes – using product modularity to align design, marketing and production planning |
2
|
7-The QFD case |
Analysis of a case study on the implementation of the Quality Function Deployment. |
2
|
8-The Conjoint Analysis case |
Analysis of a case study on the implementation of the Conjoint Analysis |
2
|
9-Marketing mix: distribution |
Forrester Effect; the pitfalls in supply chain management; symptoms and causes of the Forrester Effect; Fisher’s Model: matching the characteristics of the products and those of the supply chains. |
4
|
10-Marketing mix: communication |
The phases of communication process in B2B; the components of the communication mix in B2B; communication tools in B2B. |
4
|
Total hours for lectures and exercises |
40 |
for exercises only |
10 |
Further educational activities
|
hours
|
Labs |
0 |
Tutorials / Seminars |
0 |
Workshops |
0 |
Guided tours |
0 |
|
0 |
Total hours for further educational activities |
0 |
Total hours |
40
|