The course aims at developing knowledge on marketing processes of companies operating in the BtoB markets, adopting the prospect of creating value for the customer. The themes will be developed both from a theoretical and an operational point of view. In particular, from the theoretical point of view, the approaches proposed by the School of Industrial Marketing & Purchasing Group (IMP) will be used in order to understand and analyze the configuration of the industrial market. The principles, models and techniques useful for drawing strategic plans for the BtoB markets will also be examined and the schemes and fundamental tools for the following activities will be provided to the students: 1. Market analysis; 2. Formulation of the marketing strategy; 3. Marketing-mix management (product-service; price; distribution; communication); 4. Measurement of the results of marketing actions; 5. Management of customer relationships. An in-depth analysis will also be provided for the management of customer relation tools through the analysis of CRM systems.

The specific topics within the course are: (1) markets and marketing in the b2b context; (2) customers in b2b; (3) organization and digitalization in the b2b. Specifically, with respect to topic (1), we will consider the dynamics of industrial markets, the complexity of corporate strategy and marketing business, the process of developing new products and innovation. The topic of customer management (2), on the other hand, will aim at analyzing the client's processes and resources. The topic of the organization and digitization of b2b marketing processes (3) deals with issues related to the b2b marketing and configuration of the digital transformation. As a complement to the theoretical part the course, the development of case studies, in-depth seminars and group discussions will be proposed.

Gregori, G.L, Perna, A., (2019). Riscoprire il business marketing tra teoria e managerialità. EGEA, Milano.

classroom lectures, case studies analysis; team work and activities in collaboration with companies and / or other organizations; presentations and assignment.

Project execution and presentation (counts for 1/3 of the final grade) Oral exam for the final assessment (counts for 2/3 of the final grade) Reference textbook for the final exam (counts for 100% of the final grade for students exempted from mandatory attendance, non-compliant students, and the retake session)

No specific criteria.