Politecnico di Torino
Politecnico di Torino
Politecnico di Torino
Academic Year 2017/18
Marketing in industries
Master of science-level of the Bologna process in Engineering And Management - Torino
Teacher Status SSD Les Ex Lab Tut Years teaching
Zotteri Giulio ORARIO RICEVIMENTO PO ING-IND/35 60 20 0 0 8
SSD CFU Activities Area context
ING-IND/35 8 D - A scelta dello studente A scelta dello studente
02ENZ; 01PDZ; 01PQT; 01NAT; 19AKS; 02HEF; 03AQR; 05ENL; 01RLB; 01RLF; 01PCE; 01RLG; 01NNE; 01QGD
Subject fundamentals
The marketing course aims to introduce students to marketing. The course is designed both for students who plan their future in the marketing, new product development and sales functions and for students that still believe that market orientation, customer focus, analysis of consumers and competitors are valuable assets for their future career in other functions. Indeed very often market orientation is a competence that is widespread in the overall organization and does not only reside in the marketing function.
Expected learning outcomes
The course consists of two different kinds of lessons:
Traditional lecture where the teacher presents basic theoretical concepts of marketing
Case discussions and simulations of real life marketing problems

In the latter case, the case discussion stimulates the problem setting and the problem solving attitude. In the cases students will have the opportunity
- to see, appreciate and manage the interaction among the various aspects of marketing
- analyze the interactions between marketing and other managerial disciplines (e.g, human resources management as a key driver of the service provided to consumers, logistics as a key driver of both cost and service level to consumers etc...)
- use concepts from economic disciplines (industrial organization) to design marketing strategies.
- finally the course gives students a chance to develop teamworking and public speaking skills
Prerequisites / Assumed knowledge
The marketing course will use concepts and tools from previous courses such as Economics (fixed costs, variable costs, margins), Accounting and some methodological tools from Mathematics and Statistics.
The course will cover the following topics:
1. Introduction and purchasing behaviour of consumers and industrial customers
2. Marketing levers:
a. Product and service
b. Price: Price setting mechanisms and strategies in various settings
c. Place: distribution strategies and the role of contracts in to align incentives in supply chains
d. Promotion: price promotion, advertising on line and off line, public relations and social networks, personal sales
3. Segmentation: strategies and algorithms for segmentation
Delivery modes
The course consists of traditional lectures and case discussion. Part of the cases will be discussed in class. Students will have to read the cases (written mostly in English), prepare for the discussion of cases (in small groups or individually) before the lesson. A proper preparation to the class discussion is a pre-requisite for a proper learning process.
Texts, readings, handouts and other learning resources
As to traditional lectures, the course refers to books by professor Kotler. For example, Principles of Marketing (Prentice Hall).As to the cases, the teacher will post a list of cases to be bought from the Harvard Business School Publishing (www.hbsp.com)
Assessment and grading criteria
The exam consists of a written exam and an optional oral exam. Students who decide not to take the oral exam will have a grade-cap of 22. Both the written and the oral exam will regard:
Marketing theory and exercises
Cases discussed in class
Cases provided by the teacher and not discussed in class
New cases designed ad hoc in class.

Programma definitivo per l'A.A.2016/17

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