BUSINESS MARKET MANAGEMENT
| A.A. | CFU |
|---|---|
| 2009/2010 | 8 |
| Docente | Ricevimento studentesse e studenti | |
|---|---|---|
| Annalisa Tunisini | l'orario verrà comunicato all'inizio delle lezioni |
Assegnato al Corso di Studio
| Giorno | Orario | Aula |
|---|
Obiettivi Formativi
The course is designed to provide the conceptual frameworks and main methodological tools to gain understanding of the structure and dynamics of business markets. The course offers students the main managerial instruments: to analyze and develop company’s positioning in business markets, to segment business markets; to formulate and develop the value proposition in respect to business customers and to analyze their satisfaction. A module of the course is devoted to supply chain management (SCM).
Programma
- Understanding business markets
- Markets as networks
- Business customer behaviour and SCM
- Developing the value proposition
- Segmenting and targeting
- Analysis of customer satisfaction
- Marketing organization in business markets
Attività di Supporto
Discussion of case problems
Modalità Didattiche, Obblighi, Testi di Studio e Modalità di Accertamento
- Modalità didattiche
The course will consist in lectures and periodical discussions with the course instructor during the second semester. Students will be required to present a short forecasting paper on a subject to be agreed upon with the instructor. Meetings can be arranged with the instructor to assist English-speaking students.
- Testi di studio
A collection of articles and parts of books in English (to be announced) including parts of the following texts:
Ford D., Gadde L.-E., Hakansson H., Snehota I. (2006), The Business Marketing Course: Managing in Complex Networks 2nd edition, Wiley.
Anderson J., Narus J. (2003), Business Market Management. Understanding, Creating and Delivering Value (2nd edition), PearsonGadde L.E., Hakansson (2002), Supply Network Strategies, Wiley.
- Modalità di
accertamento Oral examination (either in Italian or in English) and/or written examination (in English).
- Disabilità e DSA
Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.
A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.
Note
Students interested in the course are invited to contact prof. Tunisini two weeks before the beginning of the semester.
| « torna indietro | Ultimo aggiornamento: 28/08/2009 |
