Industrial Marketing (TUOL0082), 4 op

Perustiedot

Esitietovaatimukset

Sisältö (ydinaines ja -osaaminen)

Course is part of the Technology Business Module.

To gain an understanding of how these marketing activities are best implemented, the course emphasizes both industrial marketing theory and practice. However, greater attention is focused on practice, i.e., how marketing decisions are or can be made in the business environment. This end will be achieved through a series of reading plus class discussion. The class sessions are conducted in the manner of a seminar, i.e., each student is expected to actively participate in the class discussion. Therefore, each student should be prepared to take part in the class discussion.

Objectives
This course is directed toward developing a better understanding of industrial marketing, the area of marketing which addresses the needs of the industrial customer, as opposed to the needs of the individual consumer or household. The needs of the industrial customer are very different from those of the consumer market. As a result, the manner in which the marketing activities are directed toward the industrial customer must be unique.

Sisältö (täydentävä ja erityisosaaminen)

Tiedolliset oppimistulokset (ydinaines ja -osaaminen)

To develop an understanding of that area of marketing that addresses the needs of the organizational customer in industry, government, and institutions. The special challenges of the industrial market, that confront the marketing manager and sales personnel are discussed in the course. Topics include assessing industrial marketing opportunities, the organizational buying process, formulating industrial marketing strategy, and evaluating industrial marketing strategy and performance.

Taidolliset oppimistulokset (ydinaines ja -osaaminen)

Kirjallisuus ja muu materiaali

- Get inside the lives of your Customers. Harvard Business
- Perceived added Values Attributes - Summaries
- The Self-Adhesive Label Market
- Differentiate or Die.-Summary
- Improving Customer Satisfaction, Loyalty, and Profit
- Financial Control ? Financial Acumen in Industrial Marketing

Opetusmenetelmät

Lectures 28 h
Assignments 20 h
Project 20 h
Student individual workload 12 h
Total 80 h

Opiskelijan kuormittavuus

Arvioinnin perusteet

Lectures, case studies and given assignments. Project Work, plus self-directed learning. Projects will be set up during the 1st or 2nd lesson.

Examination, self-directed exercises, final project assignment on practical issues and active participation.

Koulutusohjelmakohtaiset kompetenssit

Kansainväliset valmiudet (T)
Yritystoiminnan periaatteiden osaaminen
Tiedonhankinnan valmiudet ja uuden tiedon seuraaminen ja soveltaminen (T)
Kokonaisvaltainen organisaatioiden kehittämisosaaminen
Yrittäjyyden, liiketoiminnan ja johtamisen osaaminen (T)