Scheda insegnamento (lingua inglese)

Scheda insegnamento (lingua inglese)

Stampato il 01.06.2024 ore 13:10

Title

Marketing industriale
Business Marketing

Degree

Corso di Laurea Specialistica in Ingegneria Gestionale
Second Level Degree in Management Engineering

Year

Teaching Period

Credits

Teacher: Pietro Romano

Academic year: 2007/2008

Objectives:

The course aims to present and discuss problems and solutions concerning the commercialisation and distribution of industrial goods (Business Marketing, Marketing B2B or Industrial Marketing).

Requirements:

none

Acquired skills:

Knowledge of the differences between Industrial Marketing and Consumer Marketing
Knowledge of the characteristics of industrial goods markets and of the differences from those of the consumer goods
Knowledge of the models, techniques and tools to make decisions concerning market segmentation, targeting and product positioning
Knowledge of the phases of the pricing process in B2B, and of the models, techniques and tools supporting decision making in each phase
Knowledge of the models, techniques and tools to plan pricing strategies, to decide prices, to implement pricing policies, and to manoeuver on prices and margin
Knowledge of the phases of the new product development process in B2B, and of the models, techniques and tools supporting decision making in each phase
Knowledge of the Quality Function Deployment, the Conjoint Analysis, the Tagouchi’s Methods (Design of Experiments), the Simultaneous Engineering, the value ana
Knowledge of the models, techniques and tools supporting decision making concerning the distribution of industrial goods
Knowledge of the models, techniques and tools supporting decision making concerning the communication strategy for industrial goods

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 role of forecasts in supply chains; forecast tecniques; collaborative forecasting; CPFR: collaborative planning, forecasting and replenishment.	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

Type of exam: Written and oral

References:

Giacomazzi, F., Marketing Industriale, McGraw-Hill, Milano, 2002.

Additional material or information on line http:// www.diegm.uniud/romano

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