Learning outcomes of the course unit
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.
Web page: https://corsi.unipr.it/MARIND
Course contents summary
Product / Price / Promotion;
"Placement" / Service / Retail;
Marketing research / Marketing strategies;
- Readings provided by the instructor.
- Lambin, J.J., “Marketing strategico e operativo”, McGraw-Hill, quarta edizione, chapters 3, 10, 11, 12, 13.
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.