Industrial markets and consumer markets differ in that they have different number and size of demand, clients and purchasing patterns. This course analyses the dimension of these differences from consumer markets and specific marketing tools and patterns of the area are handled. Various aspects of industrial markets including relationships, industrial networks, distribution and technological development are discussed.
- McTavish, R., Maitland, A. (1980). Industrial Marketing. London: The Macmillan Press LTD.
Other Sources
- Various books, articles and materials about industrial marketing.
Course Schedules
Week
Contents
Learning Methods
1. Week
What is Marketing? Implementing the Marketing Concept
- Eclectic, lecturing, discussion.
2. Week
Industrial Marketing is 'Different'
- Eclectic, lecturing, discussion.
3. Week
Special Features of Industrial Marketing
- Eclectic, lecturing, discussion.
4. Week
Special Features of Industrial Marketing
- Eclectic, lecturing, discussion.
5. Week
The Function of the Industrial Marketing Executive
- Eclectic, lecturing, discussion.
6. Week
Types of Industrial Product
- Eclectic, lecturing, discussion.
7. Week
Types of Industrial Product
- Eclectic, lecturing, discussion.
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
The Industrial Customer
- Eclectic, lecturing, discussion.
10. Week
Buying Stages
- Eclectic, lecturing, discussion.
11. Week
The Decision-Making Unit
- Eclectic, lecturing, discussion.
12. Week
The Human Dimension
- Eclectic, lecturing, discussion.
13. Week
Purchasing Systems and Techniques
- Eclectic, lecturing, discussion.
14. Week
Summary
- Eclectic, lecturing, discussion.
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
45
Quizzes
1
10
Final Exam
1
45
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students can compare and contrast the differences and similarities between consumer markets and industrial markets.
LO-2
Students can recognise the challenges faced by companies in industrial markets.
LO-3
Students can explain industrial market segmentation, positioning and selecting target markets.
LO-4
Students can take active role in functional decisions within an international organisation.
LO-5
Students understand the role of industrial marketing practices in international competition.
