Marketing and communication + business plan and project financial evaluation
A.A. 2024/2025
Obiettivi formativi
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.
Risultati apprendimento attesi
The student will have the basis for identifying business-related objectives, implementing an adequate communication strategy and assessing the state of the company.
Periodo: Primo semestre
Modalità di valutazione: Esame
Giudizio di valutazione: voto verbalizzato in trentesimi
Corso singolo
Questo insegnamento non può essere seguito come corso singolo. Puoi trovare gli insegnamenti disponibili consultando il catalogo corsi singoli.
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Primo semestre
Programma
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
Prerequisiti
None
Metodi didattici
Frontal lessons in class and teamworking
Materiale di riferimento
Slides and case studies provided by the lecturers
Modalità di verifica dell’apprendimento e criteri di valutazione
Project work + oral exam
SECS-P/07 - ECONOMIA AZIENDALE - CFU: 3
SECS-P/08 - ECONOMIA E GESTIONE DELLE IMPRESE - CFU: 3
SECS-P/08 - ECONOMIA E GESTIONE DELLE IMPRESE - CFU: 3
Lezioni: 48 ore
Siti didattici
Docente/i
Ricevimento:
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