Academic year2016/17
CourseMANAGEMENT ENGINEERING
Code346II
Credits6
PeriodSemester 1
LanguageItalian
| Modules | Area | Type | Hours | Teacher(s) |
| MARKETING | ING-IND/35 | LEZIONI | 60 | |
Programma non disponibile nella lingua selezionata
Knowledge
The course is focused on learning of the analytical tools ( techniques and methods) and bases concepts that allow to master the design and monitoring of the strategy
marketing company , using the ' marketing approach Engineeering and innovative philosophy dell'archibodymarketing .
They are so thorough the main techniques useful for the analysis economic and technological environment , the industry, and demand of the product portfolio , to reach then the evaluation of competitive forces , the setting of objectives and the choice of strategy marketing more powerful , as well as to ' study of the strategies of differentiation, segmentation and focus and analysis techniques to finally play an effective monitoring strategy chosen.
The student who completes the course successfully will be able to demonstrate a solid knowledge in analysing the internet marketing and in order to marketing procurement for to know how a company should respond and make decisions in order to stay competitive.
Assessment criteria of knowledge
- The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology.
- During the oral exam the student must be able to demonstrate his/her knowledge of the course material and be able to discuss the reading matter thoughtfully and with propriety of expression.
- The student's ability to explain correctly the main topics presented during the course at the board will be assessed.
- With the oral presentation, to be made to the teacher and the other students, the student must demonstrate the ability to approach a circumscribed research problem, and organise an effective exposition of the results.
- The student must demonstrate the ability to put into practice and to execute, with critical awareness, the activities illustrated or carried
Methods:
Teaching methods
Delivery: face to face
Learning activities:
- attending lectures
- group work
Attendance: Not mandatory
Teaching methods:
- Lectures
- laboratory
- project work
Syllabus
The essence of marketing today
The product portfolio (basic knowledge)
The techniques for strategic analysis of the economic and technological sector
The techniques of analysis of demand and market
Techniques for Market Research
The diagnosis of the product portfolio
The assessment of the competitive environment and strategic alternatives
The selection and evaluation of new ideas in product innovation
Strategies of differentiation and personalization
The strategy of market segmentation
Monitoring the strategy and reports to customers
level of internet marketing e procurement marketing
Bibliography
Giuseppe BELLANDI,Fare marketing del prodotto, Firenze, Academia Universa Press, 2009;
Giuseppe BELLANDI, Realizzare l’internet Marketing, Pisa, SEU, 2008
BELLANDI, Il Talento del Leader, Milano, Franco Angeli, 2006
Gary L.LILIEN – Arvin RANGASWANY,Marketing Engineering, N.Y.Addison Wesley Ed.Publisher, 1988
J.Paul PETER – James H.DONNELLY Jr.,Marketing, Seconda Edizione, Milano, McGraw-Hill, 2003;
Franco GIACOMAZZI, Marketing Industriale, Milano McGraw Hill, 2002
M. Wede, W. Kamakura, Market segmentation conceptual and methodological foundations, ISQM, New York, 2005
Updated: 14/11/2016 17:27
