17944 - Marketing of Herbal Products

Learning outcomes

The course has the aim toprovidethe basic knowledge about strategic and operative marketing, suitable particularly forherbal products market. Economic behaviours, strategies andmarketing techniques adopted by the firms involved inproduction,processinganddistribution, are examinedin comparison with the referringmarkets and reporting to the herbal products consumerrequirements. At the end of the course, the students will be able to take the decisionsin order to predispose a marketing plan in the sector of herbals.

Course contents

Introduction: definition of marketing and marketing concept; marketing dimensions and roles

The strategic planning of a herbal firm and the marketing plan.

Analysis of the consumer's needs and his purchasing behaviour: elements of influence and steps.

The techniques and the aims of market analyses with particular focus to market segmentation.

The development and components of marketing mix. Short analysis of marketing levers and main useful strategies:

- product (definition, attributes, product management, life cycle,…);

- price (characteristics, types, pricing);

- place (channels, kind of intermediaries, costs, strategic decisions);

- communication (typologies and management, promotion mix, advertising, promotion, p.r., personal sale).

Readings/Bibliography

Book (choice between):

Fiocca R., Sebastiani R. (2015), "Politiche di marketing e valori
d'impresa", McGraw-Hill Ed.
J.P. Peter, J.H.Jr. Donnelly , C.A. Pratesi (2006). Marketing. McGraw-
Hill Ed.
J.J. Lambin (2011). Marketing strategico ed operativo. McGraw-Hill
Ed.

Lecture notes and slides

Teacher could predispone and distribute other material (slides, papers,...) for the students.

Teaching methods

All the topics of the marketing of herbal products will be deeply treated during class lessons. The course includes 3 teaching units: the first introductory and the others two about the strategic and the operative marketing issues.

Assessment methods

Oral examination (2-3 questions; 20 minutes) focused on the lessons topics.
The final examination is aimed at assessing the achievement of the teaching objectives and thus at examining the student's knowledge in explaining and applying the tools and concepts of marketing as well as his or her ability to prepare some strategic indications for marketing planning for herbal products in particular.

Teaching tools

Whiteboard, projector, PC and internet.

Office hours

See the website of Roberta Spadoni