Politecnico di Torino
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Politecnico di Torino
Academic Year 2007/08
03BNTCX, 03BNTBN, 03BNTCJ, 03BNTCT
Marketing in industries
1st degree and Bachelor-level of the Bologna process in Computer Engineering - Torino
1st degree and Bachelor-level of the Bologna process in Telecommunication Engineering - Torino
1st degree and Bachelor-level of the Bologna process in Electronic Engineering - Torino
Espandi...
Teacher Status SSD Les Ex Lab Tut Years teaching
Dalla Colletta Giovanni ORARIO RICEVIMENTO     6 0 0 0 10
SSD CFU Activities Area context
ING-IND/35 6 F - Altre (art. 10, comma 1, lettera f) Altro
Objectives of the course
For decision makers in all business sectors and in all manufacturing and service firms, "marketing" describes a fundamental approach to general management decision making as well as a necessary set of business functions. Marketing is an important input to top management's choices of served markets, competitors, and portfolios of operating technologies in the "real" world, and the rapid development of the Internet has created the challenge of marketing e-businesses in a "virtual" world. This course has the following objectives :

 To interest and involve Partecipants in the dynamic competitive enterprise decision making, focusing on the needs and wants of the organization's key stakeholders. In particular, understanding how customer perceptions and preferences evolve ' and how the firm can influence them ' are fundamental determinants of an organization's long-run success, both in B2C and in B2B business.
 To provide students with broadly applicable frameworks that will help to address industry analysis and competitive advantage in term of Marketing, through class partecipation and real time monitoring and analyses of marketing actions carried over by leading Companies, as available in Internet
Prerequisites
good command in reading and understanding English language and in WEB searching
Syllabus
Course Description : The course is divided in 5 macro modules supported by lectures, web enabled analysis of enterprises' marketing actions, class discussion and links to data and info databases.
1. INTRODUCTION TO COMPETITIVE BUSINESS ENVIRONMENTS AND THEIR DYNAMIC EVOLUTION ' Competitive Scenarios, Enterprise as result of Entrepreneur's decision and as interactive processes finalised to mission, an overview of the role of marketing in the development of business strategies
2. MARKETING MANAGEMENT: STRATEGIC PROCESS : the primary objective of this module is to introduce students to the concepts and theories underlying marketing decision making. The management challenge of designing and implementing the best combination of marketing variables to carry out a firm's strategy in its target markets in relative to its business competitors.
3. MARKETING MANAGEMENT: OFFERING PROCESS this module covers the following areas: the role of new products in marketing and corporate management; basic product policy concepts'product life cycle, product positioning, and product portfolio; and new product development testing, management, and launching. The pricing process including economic, marketing, and behavioral phenomena which constitute the environment for pricing decisions. We will view channels both as value delivery systems and as interorganizational systems. Examination of the practice of advertising directed by relevant behavioral science and management science theory. Focuses on decisions regarding advertising objectives, copy selection, budget setting and media selection .
4. MARKETING MANAGEMENT: SALES FORCE MANAGEMENT : This module is concerned with how to manage a sales force rather than with how to sell. The emphasis is on business-to-business (rather than consumer) sales force management. Topics covered include salesperson effectiveness, deployment, organizational design, compensation, and evaluation.
5. MARKETING MANAGEMENT: GENERAL MANAGEMENT : This module cover the organizational, resource planning and control system needed to really manage the Commercial Department as a whole.. Specifically it deal with the following areas:
o Information System considering the impact of the latest development of ICT tools in addressing
 Business and Marketing Intelligence, Planning and Controllership via CRM and enhanced approaches in Budgeting and Resources Allocation
 Marketing computer-based analytic approaches and modelling in marketing decision making
o Human Resources System as Organizational Set-Up and structuring , Recruiting , Development and Career Planning
Laboratories and/or exercises
Requirements: Regular attendance, class partecipation, possible infra'modules learning tests and final examination.
Revisions / Exam
Possibile Textbook and course pack - links to Internet & additional materials - delivered during lectures

Programma definitivo per l'A.A.2006/07
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