Industrial Marketing

The course aims to make students understand the basic characteristics of industrial markets, the main differences between industrial marketing and consumer products marketing and to familiarize them with the analysis of B2B marketing problems and the corresponding decisions. Topics that will be analyzed in the course of the presentations will be: the key differences of industrial marketing - B2B marketing and the particular characteristics of the industrial market and business market in general, the purchasing behavior of business in different types of markets and the characteristics of the research in this market, in product policy, in pricing, in distribution and in communication, in the segmentation of the industrial market.

Objectives

The primary learning objective is the students have a good knowledge of the basic concepts of Industrial Marketing at the end of the semester. The purpose of the course is to familiarize students with concepts such as: industrial product, industrial supplier, industrial customer and industrial market and help them to understand the characteristics and the way in which industrial markets operate.

Prerequisites

There aren't any

Syllabus

The main issues that we will deal with are: The Definition of Industrial Marketing The Features and Parts Industrial Market The Industrial Customers The main differences between industrial and consumer marketing The Purchase Process of Industrial Products Industrial Market Segmentation Purchasing Decision in the Industrial Market The Communication Mix of Industrial Market