STC4E - MARKETING E COMUNICAZIONE DELL'INDUSTRIA COSMETICA

LEARNING OBJECTIn accordance with the learning objectives of Master's Degree Program, Marketing and Comunication for Cosmetic Industry course provides advanced and specialized knowledge of the main techniques and tools of marketing applied to cosmetic industry also in the light of the changed institutional context in which they will operate in the near future. In terms of expected learning outcomes, at the end of the course the student will be able to apply the knowledge acquired for the management under the different aspects (managerial, commercial, administrative, etc.) of the cosmetic industry in the light of challenging objectives that await them for the near future following the changed operational context. The objective, therefore, is to contribute to the training of the professional figure of responsible, among the various specialized activities, also in purely managerial ones (commercial and marketing function, administration, management of the warehouse).The general objectives of the course are therefore aimed at making the student acquire the knowledge / skills necessary to:- apply the main management, marketing and marketing techniques;- draw up reports and other analyzes aimed at examining the external context, the intensity of thecompetition, the evolution of demand in order to better position itself with respect to ourscompetitors, reshaping where necessary the relative offer;- recognize the guiding principles for the preparation and implementation of the marketing plan and for better and effective communication to intermediate and final customers.In this regard, the course aims to transmit the following skills and knowledge in terms of particular objectives:KNOWLEDGE AND UNDERSTANDING- recognizing and applying the fundamental principles of marketing in the related fundamental phases (understanding of customer behavior and implementation of strategic and operational marketing);- drawing up reports and other analyzes useful for the effective and efficient management of cosmetic industry and in order to better satisfy the relative intermediate and final customers;- distinguishing the regulatory conditions linked to the individual operational aspects of the pharmaceutical sector.AUTONOMY OF JUDGMENT- examining in a comparative key the positioning of competing companies with respect to the needs and requirements to be satisfied, in order to be able to adopt effective marketing strategies and their impact on the conditions of management balance of an economic, financial and equity nature;- interpreting the threats, opportunities of the external context, and the strengths and weaknesses of one's company in order to create an effective marketing mix plan that meets the needs of customers.COMMUNICATION SKILLSExpressing in oral form all the fundamental aspects (synthetic and analytical) of the discipline, and in a multidisciplinary perspective.