Clara BASSANO | HERBAL MARKETING PRACTICE
Clara BASSANO HERBAL MARKETING PRACTICE
cod. 0712100054
HERBAL MARKETING PRACTICE
| 0712100054 | |
| DIPARTIMENTO DI FARMACIA | |
| EQF6 | |
| HERBAL SCIENCE | |
| 2022/2023 |
| YEAR OF COURSE 1 | |
| YEAR OF DIDACTIC SYSTEM 2020 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 3 | 36 | LAB |
| Objectives | |
|---|---|
| THE MARKETING LABORATORY IN THE HERBAL SECTOR AIMS TO SUPPORT STUDENTS IN THE ANALYSIS AND UNDERSTANDING OF OPERATIONAL MARKETING PRACTICES USEFUL FOR THE DEVELOPMENT OF DESIGN AND PROBLEM SOLVING SKILLS IN THE HERBAL SECTOR. KNOWLEDGE AND UNDERSTANDING - KNOWLEDGE OF OPERATIONAL MARKETING PRINCIPLES AND PRACTICES - UNDERSTANDING THE SKILLS REQUIRED BY THE MARKET ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING: - ABILITY TO APPLY INNOVATIVE MARKETING METHODOLOGIES (MODELS, TECHNIQUES AND TOOLS) TO THE HERBAL SECTOR - ABILITY TO INTERPRET THE CASE STUDIES PROPOSED DURING THE COURSE AUTONOMY OF JUDGMENT: ONCE THE MAIN OPERATIONAL MARKETING TECHNIQUES HAS BEEN ACQUIRED, THE STUDENT WILL BE ABLE TO: - UNDERSTAND THE LIMITS OF EACH OPERATIONAL MARKETING TECHNIQUE - CRITICALLY USE THE TOOLS LEARNED. - APPLY MAREKTING POLICIES USEFUL FOR THE CREATION OF VALUE WITHIN THE HERBAL SECTOR THROUGH THE PROCESSING OF PROJECT WORKS COMMUNICATION SKILLS THE STUDENT MUST BE ABLE TO ANSWER IN A CLEAR, COMPULSORY AND EXHAUSTIVE WAY BOTH TO THE QUESTIONS OF THE WRITTEN TEST AND TO THOSE OF ANY ORAL TEST. THROUGH THE PRESENTATION OF THE PROJECT WORKS, THE STUDENT WILL ALSO DEVELOP THE ABILITY TO BUILD A PRESENTATION IN POWER POINT AND EXPLAIN THEIR ANALYSIS IN A SYNTHETIC WAY. |
| Prerequisites | |
|---|---|
| NONE |
| Contents | |
|---|---|
| THE COURSE FOCUSES ON THE APPLICATION OF OPERATIONAL MARKETING TECHNIQUES IN THE HERBAL SECTOR. THE FOLLOWING ACTIVITIES HAVE BEEN DEVELOPED WITH A LEARNING-BY-DOING OPERATIONAL APPROACH: - MARKETING PRINCIPLES APPLIED TO THE HERBAL SECTOR (10 HOURS) - OPERATIONAL MARKETING TOOLS AND TECHNIQUES (6 HOURS) - INNOVATIVE MODELS AT THE BASIS OF OPERATIONAL MARKETING IN THE HERBAL SECTOR (4 HOURS) - CASE-STUDIES (4 HOURS) - SIMULATION OF BUSINESS PROBLEM SOLVING CONTEXTS IN THE MARKETING AREA OF COMPANIES IN THE HERBAL SECTOR (4 HOURS) - ROLE PLAYING IN DECISION-MAKING CONTEXTS OF HERBAL PRODUCT MARKETING (4 HOURS) - HERBAL PRODUCT MARKETING PROJECT WORK (4 HOURS) THE COURSE CONTENT CAN BE BROKEN DOWN INTO SEVERAL LESSON BLOCKS, THE DURATION OF WHICH DEPENDS ON THE LEVEL OF PREPARATION OF THE STUDENTS AND THEIR FAMILIARITY WITH THE BASIC CONCEPTS OF MARKETING. ON AVERAGE, THE COURSE IS STRUCTURED AS FOLLOWS: I BLOCK (10 HOURS): UNDERSTANDING OF THE BASIC CONCEPTS OF MARKETING. THE STRATEGIC DIMENSION OF MARKETING. THE OPERATIONAL DIMENSION OF MARKETING. THE DEFINITION OF THE MARKETING PLAN. II BLOCK (10 HOURS): MARKETING TOOLS AND TECHNIQUES APPLIED TO THE HERBAL SECTOR. THE INNOVATIVE MODELS OF OPERATIONAL MARKETING APPLIED TO THE HERBAL SECTOR. III BLOCK (16 HOURS): PROJECT WORK ELABORATION. THE STUDENTS, DIVIDED INTO GROUPS, ANALYZE SPECIFIC MARKETING CASE STUDIES AND DEVELOP A MARKETING PLAN APPLIED TO THE HERBAL SECTOR. THE PRESENTATIONS GIVE RISE TO DISCUSSIONS THAT ALLOW TO INTEGRATE THE THEORETICAL CONTENTS DEEPENED DURING THE COURSE. |
| Teaching Methods | |
|---|---|
| THE COURSE WILL BE ORGANIZED IN LECTURES, VISITS AND COMPANY TESTIMONIALS AND, FINALLY, GROUP WORK. AFTER A FIRST PHASE IN WHICH THE TEACHER WILL TRANSFER THE PREPARATORY CONTENTS TO THE STUDY OF MARKETING, AS WELL AS TO THE MOST USED INNOVATIVE MODELS (TECHNIQUES AND TOOLS) IN THE HERBAL SECTOR, STUDENTS WILL WORK ON THE ANALYSIS OF EMPIRICAL CASES WITH A PARTICULAR FOCUS ON DESIGN AND PROBLEM SOLVING IN THE HERBAL SECTOR. |
| Verification of learning | |
|---|---|
| THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED BY PASSING AN ORAL TEST CONSISTING OF THE DISCUSSION OF A TECHNICAL WORK IN THE FORM OF PROJECT WORK PRODUCED BY THE STUDENT INDEPENDENTLY OR IN A GROUP ON A PROBLEM OR CASE STUDY AGREED WITH THE TEACHER. THE DISCUSSION WILL ILLUSTRATE THE PROBLEMS POSED BY THE ASSIGNED PROBLEM OR CASE STUDY, THE METHODOLOGICAL APPROACH ADOPTED, THE POSSIBLE SOLUTION ALTERNATIVES, THE ANALYSIS OF THE RESULTS OBTAINED. THE DISCUSSION CAN MAKE USE OF THE USE OF MULTIMEDIA PRESENTATION TOOLS (POWER POINTS OR SIMILAR). DURING THE COURSE 1 TEST WILL BE PERFORMED BASED ON MULTIPLE CHOICE QUESTIONS AND AIMED AT VERIFYING THE PROGRESSIVE ACQUISITION OF KNOWLEDGE. THE POSITIVE OUTCOME OF THE INDIVIDUAL TEST WILL CONSTITUTE A BASIS FOR THE FINAL ASSESSMENT WHICH WILL BE DETERMINED FOLLOWING THE PRESENTATION OF THE PERSONAL OR GROUP PAPER. |
| Texts | |
|---|---|
| BASSANO C., IL MERCATO DEL BIOLOGICO TRA LEVE DI MARKETING E COMPORTAMENTO DI CONSUMO, EDIZIONE NUOVA CULTURA, MANOTEC, 2018. FURTHER TEACHING MATERIAL WILL BE MADE AVAILABLE BY THE TEACHERS IN THE CLASSROOM OR AT THE REQUEST OF THE STUDENT AND WILL CONSIST OF SELECTED CHAPTERS, READINGS, CASE STUDIES, MULTIMEDIA RESOURCES RELATING TO PROBLEMS AND REAL CASES. |
| More Information | |
|---|---|
| INDIVIDUAL NEEDS AND INTERESTS CAN BE DISCUSSED WITH THE TEACHER BY CONTACTING AT THE EMAIL ADDRESS CBASSANO@UNISA.IT |
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