Servizi per la didattica
PORTALE DELLA DIDATTICA

Strategic marketing and products planning

01OFILO

A.A. 2021/22

Course Language

Inglese

Course degree

Master of science-level of the Bologna process in Automotive Engineering (Ingegneria Dell'Autoveicolo) - Torino

Course structure
Teaching Hours
Lezioni 60
Teachers
Teacher Status SSD h.Les h.Ex h.Lab h.Tut Years teaching
Nervi Claudio       60 0 0 0 1
Teaching assistant
Espandi

Context
SSD CFU Activities Area context
ING-IND/35 6 F - Altre attività (art. 10) Altre conoscenze utili per l'inserimento nel mondo del lavoro
2021/22
Trasferire le nozioni generali di marketing strategico ed operativo, e le loro applicazioni al mondo dell¿auto. Evidenziare le interrelazioni tra Brand, Prodotti ed i Clienti, le metodologie impiegate per interpretare le esigenze del mercato. Definire i nuovi prodotti, vincoli e creatività. Impostare e pianificare un piano di marketing e prodotto. Conoscere i criteri di valutazione del ritorno economico atteso dei nuovi prodotti.
To transfer the general concepts of Strategic and Operational Marketing, and their applications to the Automotive World. To point out the relationships between Brands, Products and Customers, the methodologies used to understand the Market needs and how Megatrends interact and reshape them. To define new Products, Constraints and Creativity. To set and arrange a Marketing and Product Plan. To know the criteria for evaluating the economical expectations of New Products.
Conoscere i punti fondamentali di un piano strategico e operativo di marketing, la sua preparazione e successiva gestione. Acquisire la capacità di enucleare i valori di un brand, la loro implementazione sui prodotti e valutare l¿impatto dei diversi canali di comunicazione. Conoscere come valutare e cercare il posizionamento competitivo dei prodotti e del brand sul mercato. Conoscere il potenziale e metodologie di lavoro per il miglior customer relationship management, Come costruire il piano di sviluppo prodotto, e misurarne i risultati in termini economici
Knowledge of the basic points of a strategic and operational Marketing Plan, its preparation and subsequent management. Knowledge about how to define the values of a Brand, their Product implementation and evaluate the impact of different communication channels. To know how to evaluate and look for the competitive positioning of Products and Brands on the Market. To know the potential and working methodology for the best Customer Relationship Management. Capability to build the product Development Plan, measuring the results in economic terms.
Avere una buona capacità di gestire il problem solving ed essere di mente aperta , cioè pronti ad accettare soluzioni multiple e diverse tra loro senza certezze.
To have interest problem solving and an open mind: Marketing is not an exact and “written in stone” science.
Nozioni generali . cenni storici ed evoluzione del marketing . il marketing strategico ed operativo . gli strumenti di marketing . il marketing ed il mercato autoveicolistico Il marketing dell¿auto oggi . l¿ambiente esterno . il mercato e la sua segmentazione, la concorrenza . scenari e ricerche di mercato, i desideri futuri dei consumatori . le aziende, i brand, il posizionamento sul mercato e la percezione dei clienti Verso i prodotti futuri . la vision del brand . le previsioni di mercato/segmentazione, l¿analisi della concorrenza . i plus di prodotto del domani . la proposta di nuovi prodotti Il piano gamma prodotti . la strategia di sviluppo della gamma . la pianificazione dei nuovi prodotti . dal concept strategy al concept di prodotto . la griglia di prodotto e le sue potenzialità . lo sviluppo dei nuovi prodotti e loro maintenance Il marketing operativo e tattico . gli obiettivi di vendita e marketing . le strategie competitive . i mercati di commercializzazione . le politiche di prodotto, prezzo, promotion, place . le public relation e affairs . il calendario delle azioni Il ritorno economico dei nuovi prodotti e delle strategie di marketing . la valorizzazione dei risultati attesi . la verifica dei consuntivi Il marketing di domani . l¿evoluzione del marketing . i nuovi protagonisti
1. Marketing and Planning general concepts (9h) a) Historical outlines and Marketing Development – from Traditional to Digital Marketing b) Strategic and Operational Marketing c) Marketing and Automotive Market Todays 2. Automotive Market (9h) a) External Context and Macro trends affecting the Industry b) Consumers or Prosumers: present needs and future desirer, scenarios and Market Research c) The Market and its Breakdown, Competition and Competitive Positioning 3. To Future Products (6h) a) Brand and Branding b) Market forecasts/breakings, Competition analysis c) The advantages of Tomorrows Products. 4. The Proposal of New Products Product Range (9h) a) Competitive Strategies and the Development Strategy of the Range b) The Product Grid and its Capability c) Sales and Marketing Targets d) Product, Price and Promotion e) Lifecycle management 5. Principles of Communication Strategy (7,5h) a) Old media b) New Media c) Omni-channel communication 6. Principles of Economics for not Financial Executives (7,5h) a. Understanding of Balance Sheet, Profit & Loss, Cash Flow b. Investing in new products 7. Tomorrows Marketing (3h) a) Marketing evolution and Newcomers b) Post Millennial Marketing
Le esercitazioni verteranno su: . Analisi SWOT . Ricerche di mercato . La comunicazione pubblicitaria . Definizione degli scenari . Testimonianze
The course is organized as follows: lessons in classroom (51 hours), exercises in classroom (9h). In a.y. 2021/22 the lessons and exercises will be held in presence. Streaming will be available for students not able to attend in person and all classrooms will be recorded and made available on Portale della Didattica. A project work will be assigned at the beginning of the course and developed in groups of 3-5 members to be uploaded on Portale della Didattica by the first day of each exam period the students decide to enrol.
La documentazione è elaborata e messa a disposizione del docente. Testo di riferimento PRINCIPLES OF MARKETING- V Edition, KOTLER, PEARSON EDITION
The material needed for preparing the exam will be available on Portale della Didattica, including slides, notes and recorded virtual classrooms. Further reading for a deeper inside in the following literature Marketing 4.0 - Philip Kotler, Hermawan Katrajaya, Iwan Setiwan Reinventing The Product – Eric Schaeffer, David Sovie Driverless: Intelligent Cars and the Road Ahead - Hod Lipson and Melba Kurman Post Millenial Marketing – Federico Capeci (Italian) Listen – Marco Andrea Tolentino, Anna Claudia Pellicelli (Italian)
Modalità di esame: Prova scritta (in aula); Prova orale obbligatoria;
Exam: Written test; Compulsory oral exam;
Esame scritto e orale
Gli studenti e le studentesse con disabilità o con Disturbi Specifici di Apprendimento (DSA), oltre alla segnalazione tramite procedura informatizzata, sono invitati a comunicare anche direttamente al/la docente titolare dell'insegnamento, con un preavviso non inferiore ad una settimana dall'avvio della sessione d'esame, gli strumenti compensativi concordati con l'Unità Special Needs, al fine di permettere al/la docente la declinazione più idonea in riferimento alla specifica tipologia di esame.
Exam: Written test; Compulsory oral exam;
Written and oral exam. The written exam is selected in order to understand the actual level of comprehension of the main topics. The oral exam will focus on open points from the written test and on the project work. Written test exam consists of 6 open questions on the course topic allowing a maximum grade of 5 points each. The exam is overcome successfully for scores higher than 18/30. The written test will contribute to 40% of the final grade The oral exam consists in the individual exposition of the project work assigned at the beginning of the course and developed in groups. The oral examination will contribute to 30% of the final grade. The project work assigned at the beginning of the course and developed in groups regardless the oral individual exposition will contribute to 30% of the final grade. Students that will not have uploaded the project work on Portale della Didattica by the first day of the exam period will not be admitted to the written test. The exam scores are uploaded on Portale della Didattica. The corrected written exam can be viewed during a dedicated session that is scheduled after the publication of the scores. The dates will noticed by means of the Portale della Didattica.
In addition to the message sent by the online system, students with disabilities or Specific Learning Disorders (SLD) are invited to directly inform the professor in charge of the course about the special arrangements for the exam that have been agreed with the Special Needs Unit. The professor has to be informed at least one week before the beginning of the examination session in order to provide students with the most suitable arrangements for each specific type of exam.
Modalità di esame: Prova orale obbligatoria; Prova scritta tramite PC con l'utilizzo della piattaforma di ateneo;
Exam: Compulsory oral exam; Computer-based written test using the PoliTo platform;
Written and oral exam. The written exam is selected in order to understand the actual level of comprehension of the main topics. The oral exam will focus on open points from the written test and on the project work. Written test exam consists of 6 open questions on the course topic allowing a maximum grade of 5 points each. The Online takes place by means of the Exam platform with Respondus proctoring. The exam is overcome successfully for scores higher than 18/30. The written test will contribute to 40% of the final grade The online oral exam consists in the individual exposition of the project work assigned at the beginning of the course and developed in groups. It will be organised by means of a virtual classroom (BBB or Zoom). The oral examination will contribute to 30% of the final grade. The project work assigned at the beginning of the course and developed in groups regardless the oral individual exposition will contribute to 30% of the final grade. Students that will not have uploaded the project work on Portale della Didattica by the first day of the exam period will not be admitted to the written test. The exam scores are uploaded on Portale della Didattica. The corrected written exam can be viewed during a dedicated session that is scheduled after the publication of the scores. The dates will noticed by means of the Portale della Didattica.
Modalità di esame: Prova scritta (in aula); Prova orale obbligatoria; Prova scritta tramite PC con l'utilizzo della piattaforma di ateneo;
Exam: Written test; Compulsory oral exam; Computer-based written test using the PoliTo platform;
The written and the oral part of the exam will be organised online or onsite, depending on the available possibilities. The applicable rules are reported in the online and onsite exam descriptions.
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