Marketing and Communication + Business Plan and Project Financial Evaluation
A.Y. 2024/2025
Learning objectives
The students will acquire basic knowledge on communication theories applied to cosmetic products. The Business Plan, which includes the launching a startup, the introducing a new product or the opening a new market, and the elements and choices of a successful business model and how to evaluate economic and financial sustainability will be discussed. Students will be introduced to the analysis of the market, marketing strategies and project management, especially targeted to the cosmetic industry.
Expected learning outcomes
The student will have the basis for identifying business-related objectives, implementing an adequate communication strategy and assessing the state of the company.
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
Module 1: "Introduction to management and marketing"
· Definition of management
· Definition of marketing
· Main economic actors involved
· Examples and case studies
Module 2: "Markets' stakeholders"
· Companies, entrepreneurs, and managers/marketers
· Suppliers
· Customers
· Competitors
· Governmental institutions
· Examples and case studies
Module 3: "Business modeling"
· What? Value creation
· Who? Marketing and customers
· How? Suppliers and employees
· Why? Cost structure and revenue streams
· Examples and case studies
Module 4: "Business planning"
· From an opportunity to the market
· Segments, targets, and company positioning
· Competitive analysis
· Marketing and financial planning
Module 5: "Marketing fundamentals"
· B2B vs B2C
· Communication
· Advertising
· Branding
· Examples and case studies
Module 6: "New product development"
· 7 stages of NPD (from idea generation to commercialization)
· Consumer psychology: needs and expectations
· Product features: creating value for customers
· Brand identity vs Brand image
· Definition of management
· Definition of marketing
· Main economic actors involved
· Examples and case studies
Module 2: "Markets' stakeholders"
· Companies, entrepreneurs, and managers/marketers
· Suppliers
· Customers
· Competitors
· Governmental institutions
· Examples and case studies
Module 3: "Business modeling"
· What? Value creation
· Who? Marketing and customers
· How? Suppliers and employees
· Why? Cost structure and revenue streams
· Examples and case studies
Module 4: "Business planning"
· From an opportunity to the market
· Segments, targets, and company positioning
· Competitive analysis
· Marketing and financial planning
Module 5: "Marketing fundamentals"
· B2B vs B2C
· Communication
· Advertising
· Branding
· Examples and case studies
Module 6: "New product development"
· 7 stages of NPD (from idea generation to commercialization)
· Consumer psychology: needs and expectations
· Product features: creating value for customers
· Brand identity vs Brand image
Prerequisites for admission
None
Teaching methods
Frontal lessons in class and teamworking
Teaching Resources
Slides and case studies provided by the lecturers
Assessment methods and Criteria
Project work and final oral exam
SECS-P/07 - BUSINESS ADMINISTRATION AND ACCOUNTING STUDIES - University credits: 3
SECS-P/08 - MANAGEMENT - University credits: 3
SECS-P/08 - MANAGEMENT - University credits: 3
Lessons: 48 hours
Professor:
Zollo Lamberto
Professor(s)