Industrial Marketing (TUOL0082), 4 op

Basic information

Prerequisites

Course contents (core content level)

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.

Course contents (additional)

Core content level learning outcomes (knowledge and understanding)

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.

Core content level learning outcomes (skills)

Recommended reading

- 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

Teaching and learning strategies

Lectures
Assignments
Student individual workload
Exam

Teaching methods and student workload

Assessment weighting and grading

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.

Related competences of the degree programme

International and intercultural skills
Competence in principles of business operations
Information acquisition skills and adaptation of new knowledge
Comprehensive competence in organization development
Entrepreneurial, business and leadership skills