MARKETING AND PURCHASING

Academic Year 2021/2022 - 2° Year
Teaching Staff: Alessandro ANCARANI
Credit Value: 9
Scientific field: ING-IND/35 - Business and management engineering
Taught classes: 42 hours
Exercise: 45 hours
Term / Semester:

Learning Objectives

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


Course Structure

- Lectures

- Home work on a case-study


Detailed Course Content

  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


Textbook Information

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