MARKETING AND PURCHASING

It aims at:

1.to develop capabilities to define marketing strategies

2.To make able to design a marketing plan

3.to explain the formation of a new product idea

4. to describe the procurement process with reference to the strategy towards the suppliers

- Lectures

- Home work on a case-study

1. Market-DRIVEN MARKETING
2. CONSUMER and markets
   1. Needs
   2. Consumer behaviour
3. SEGMENTING MARKETS IN b2C AND b2b
   1. Macro segmentation
   2. Micro segmentation
4. VALUE FOR CUSTOMER IN LITERATURE
5. PURCHASING, PROCUREMENT, KRALJIC MATRIX AND SUPPLIERS' STRATEGY
6. ATTRACTIVENESS AND COMPETITIVENESS IN DIFFERENT SEGMENTS
   1. Primary demand
   2. Product life-cycle stage
   3. Lon-period competitive advantage
   4. Experiencial curve
7. MARKETING STRATEGY
   1. Portfolio matrices (BCG vs GE vs Shell)
   2. SWOT analysis
   3. Base strategy
   4. Growth strategy
   5. Competitive strategy
8. STRATEGY IN NEW PRODUCT DEVELOPMENT
   1. Leader and Follower
   2. Development process (sequencial vs parallel)
9. BRANDING
   1. Brand equity and Brand valuation
   2. Branding strategies: selecting a brand name, product range brand policy, brand extension policy
10. DELIVERY
    1. Channel structures: vertical systems
    2. Strategies for market coverage
11. PRICING
    1. Cost-based pricing
    2. Demand-based pricing
12. COMMUNICATION

v.Advertising

w.Promotion

1. Budgeting: cost-based, profit-based, demand-based models

Information storage

Marketing 15th Edition, by Roger Kerin and Steven Hartley ISBN10: 1260260364 McGraw Hill Milano