Marketing and communication + business plan and project financial evaluation
A.A. 2025/2026
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 Marketing:
Introduction to Marketing (definition of marketing - Marketing Mix, 4Ps - value creation ans consumer behavior- case studies)
Market Stakeholders & Segmentation (targeting and positioning, STP model - competitive analysis, SWOT, direct vs indirect competitors)
Branding & Brand Strategy (case studies)
Strategic & Digital Marketing (social media, SEO/SEM, email marketing - case studies)
Business Model & Value Proposition (Business Model Canvas - B2B vs B2C models)
Business Plan & Marketing Plan (SMART goals - Marketing plan: activities, timeline, budget - financial evaluation and KPIs)
New Product Development (NPD)
Customer Experience (Customer satisfaction - Customer loyalty and CRM)
Module Dissemination:
Cosmetic product design
Beauty Care solutions: history and company profile
Innovation in active ingredients: development of an new active in steps, new skin models and 3D imaging
A new Concept: how to create it
Project management & Sourcing role in cosmetics
Sourcing Department: roles and responsibilities
How to create a new formulation with innovative digital tools support
Cosmetic tender process and examples
Cosmetic communications/claims - regulation 655/2013 and guidelines - green claims
Borderline products and Regulation 1223/ next steps
Color: global trends make up - how to develop a color trend forecast
Module Business plan and project financial evaluation:
Business Plan: situation Mapping: where we are, what we would like to reach
Business Plan and Project Management: context analysis and basic evaluation, operative plan, type of project, target - Technics and Methodology - WBS, OBS, Change Mgmt - Scheduling and Project Timing, Risk Analysis
Basic Management & Behavioral Knowledge - Quality system, Continuous Improvement, Project organization - Finance Mgmt of project
Project Financial Evaluation - Investments and pay back
Case studies
Introduction to Marketing (definition of marketing - Marketing Mix, 4Ps - value creation ans consumer behavior- case studies)
Market Stakeholders & Segmentation (targeting and positioning, STP model - competitive analysis, SWOT, direct vs indirect competitors)
Branding & Brand Strategy (case studies)
Strategic & Digital Marketing (social media, SEO/SEM, email marketing - case studies)
Business Model & Value Proposition (Business Model Canvas - B2B vs B2C models)
Business Plan & Marketing Plan (SMART goals - Marketing plan: activities, timeline, budget - financial evaluation and KPIs)
New Product Development (NPD)
Customer Experience (Customer satisfaction - Customer loyalty and CRM)
Module Dissemination:
Cosmetic product design
Beauty Care solutions: history and company profile
Innovation in active ingredients: development of an new active in steps, new skin models and 3D imaging
A new Concept: how to create it
Project management & Sourcing role in cosmetics
Sourcing Department: roles and responsibilities
How to create a new formulation with innovative digital tools support
Cosmetic tender process and examples
Cosmetic communications/claims - regulation 655/2013 and guidelines - green claims
Borderline products and Regulation 1223/ next steps
Color: global trends make up - how to develop a color trend forecast
Module Business plan and project financial evaluation:
Business Plan: situation Mapping: where we are, what we would like to reach
Business Plan and Project Management: context analysis and basic evaluation, operative plan, type of project, target - Technics and Methodology - WBS, OBS, Change Mgmt - Scheduling and Project Timing, Risk Analysis
Basic Management & Behavioral Knowledge - Quality system, Continuous Improvement, Project organization - Finance Mgmt of project
Project Financial Evaluation - Investments and pay back
Case studies
Prerequisiti
None
Metodi didattici
Frontal lessons in class and teamworking
Materiale di riferimento
Slides and case studies/bibliography provided by the lecturers
Modalità di verifica dell’apprendimento e criteri di valutazione
Project work + possible oral examination for deepening predefined topics with the aim of improving the grade. Details on the development of the project work will be given during the lessons and reported in the Ariel site.
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
Docenti:
Azzaretti Nicola, Castagnino Alessia Beatrice Michela, Suardi Benedetta
Docente/i