Entry requirements

130 credits in science/engineering/pharmacy. Participation in Innovation Management.

Learning outcomes

After completing the course, the student will be able to:

• describe theories and models in marketing as well as understanding key concepts like market attractiveness,
• analyse complex market structures (i.e. business-to-consumer and business-to-business settings),
• understand the role played by marketing in supporting the company's strategic development and gaining stable market position in the medium-long term,
• understand how customer value-creation processes from economic-social perspective develop and unfold over time,
• describe how the marketing function is organised in industrial companies,
• discuss and evaluate basic marketing problems.

Content

The course aims at providing theoretical as well as “practical” tools necessary in order to cope with market analysis, understanding of key market structures and implementation of complex processes such as customer management and customer value creation. Due to the particular nature of the course, focused on “industrial companies” and on business development, it deals with the study of the relationship between marketing and innovation. In addition to this, the course will help students in the analysis of relevant issues such as “marketing planning” and customer relationship management (CRM) strategies.

Instruction

Key concepts will be introduced using lecture, refined through case studies, writing assignments and projects. A number of guest lectures might be provided.

Assessment

The examination is based on individual (written home exam based on classroom lectures and literature) as well as group evaluation. Therefore, active participation is required.

Other directives

The course may not be included in a degree together with any of the following courses: 1TE674 Business Development and Entrepreneurship, 1TE052 Market Research.