Marketing industriale

Anno accademico 2022/2023

Programma

Marketing planning

- Situation analysis – the marketing audit: demand, segmentation, targeting, positioning, competition

- Marketing objectives, strategies, SWOT analysis and action plans 

- Distribution, promotion and budgets 

CASE STUDY: THE EQUIPMENT MANUFACTURING COMPANY 

Business planning

- Revenues, operational costs and investment

- working capital

- financing structure

- profit and loss account, balance sheet and cash-flow statement

- scenario and sensitivity analysis

CASE STUDIES: SOCIETA' "METALLO SICURO", SOCIETA' "NEW N&G SpA", SOCIETA' "ALFA SpA"

Web marketing

Search Engine Optimization (SEO),

Social Media Marketing (SMM),

Pay-Per-Click (PPC), Conversion Rate Optimization (CRO)

Website Design

Testi consigliati e bibliografia

AA.VV. "Business plan - casi svolti", Il Sole 24 Ore, 2011.

Westwood J., "How to write a marketing plan", Kogan Page, 4th edition, 2011.