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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