MARKETING ENGINEERING

Second cycle degree in ENGINEERING AND MANAGEMENT

Campus: VICENZA

Language: English

Teaching period: Second Semester

Lecturer: ENRICO SCARSO

Number of ECTS credits allocated: 9


Syllabus
Prerequisites: None
Examination methods: Written examination(in two parts)
Course unit contents: PART 1: Basics of Marketing
Defining marketing and the marketing process. Company and marketing strategy. Analyzing the marketing environment. Managing marketing information. Consumer markets and consumer buyer behaviour. Market segmentation, targeting and positioning. New product development and product life-cycle strategies. Pricing strategies. Marketing channels. Communicating customer value. Advertising and public relations. Personal selling and sales promotion.
PART 2: Computer models
Introduction to quantitative models. Market response models. Segmentation and Targeting models. Cluster analysis. Positioning maps. Portfolio planning models. Conjoint analysis. New product diffusion models. Value analysis and competitive bidding models. Revenue management models. Advertising budget decisions. Salesforce sizing and allocation.