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Politecnico di Torino
Academic Year 2014/15
01OFILO
Strategic marketing and products planning
Master of science-level of the Bologna process in Automotive Engineering - Torino
Teacher Status SSD Les Ex Lab Tut Years teaching
Ferrero Paolo Federico ORARIO RICEVIMENTO     50 10 0 0 10
SSD CFU Activities Area context
ING-IND/35 6 C - Affini o integrative A12
Subject fundamentals
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.
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.
Expected learning outcomes
To get the basic points of a strategic and operational Marketing Plan, its preparation and subsequent management.
To expand your knowledge of defining 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.
How to build the product Development Plan, measuring the results in economic terms.
Prerequisites / Assumed knowledge
To have a good ability to manage the problem solving and be open minded, ready to take on multiple and different solutions without any certainty.
Contents
General concepts 6H
Historical outlines and Marketing Development
Strategic and Operational Marketing
Marketing Instruments
Marketing and Automotive Market
Todays Automotive Market 6H
External Context
The Market and its Breaking, Competition
Scenarios and Market Research, the future desires of Consumers
Businesses, Brands, Market positioning and Customers feelings
To Future Products 6H
Brand vision
Market forecasts/breakings, Competition analysis
The advantages of Tomorrows Products.
The Proposal of New Products
Product Plan Range 8H
The Development Strategy of the Range
Planning of new Products
From Concept Strategy to Product Concept
The Product Grid and its Capability
Development of New Products and Maintenance
Operational and Tactical Marketing 12H
Sales and Marketing Targets
Competitive Strategies
Marketing Markets
Product policies, Price, Promotion, Place
Public Relation and affairs
Action Timing
Economic Yields of New Products and Marketing Strategies 2H
Improvement of expected results
Statements examination
Tomorrows Marketing 2H
Marketing evolution
Newcomers
Delivery modes
SWOT analysis
Market research
Specialists Statements
Texts, readings, handouts and other learning resources
Slides are given by the teacher.
Book:PRINCIPLES OF MARKETING- V Edition, KOTLER, PEARSON EDITION
Assessment and grading criteria
Written and oral test.
The written exam is selected in order to understand the actual level of comprehension of the main topics.The ability of the student to explain from the point of view the asked questions, making use of diagrams, is of particular importance.
It is also of relevance the ability of the student to explain the main concepts during the oral test . The oral exam will focus on lectures and homework.

Programma definitivo per l'A.A.2014/15
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