INDUSTRIAL MARKETING
cod. 06139

Academic year 2008/09
2° year of course - First semester
Professor
Academic discipline
Ingegneria economico-gestionale (ING-IND/35)
Field
Discipline ingegneristiche
Type of training activity
Related/supplementary
36 hours
of face-to-face activities
4 credits
hub:
course unit
in - - -

Learning objectives

To provide an overview of B2B marketing issues. Methodological as well as applicative approaches are addressed. Emphasis is placed upon the role of quantitative methods.<br /><br />Web page: https://corsi.unipr.it/MARIND

Prerequisites

None

Course unit content

B2B marketing;<br />Product / Price / Promotion;<br />"Placement" / Service / Retail;<br />Advertising/branding;<br />Marketing research / Marketing strategies;<br />Direct marketing.

Full programme

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Bibliography

- Readings provided by the instructor.<br />- Lambin, J.J., “Marketing strategico e operativo”, McGraw-Hill, quarta edizione, chapters 3, 10, 11, 12, 13.

Teaching methods

A written test covering the whole course program. Tests include both theory questions and exercises. The class will combine in-class explanation of the background material, problem-solving and case discussions.

Assessment methods and criteria

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Other information

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