8404 - INDUSTRIAL MARKETING
MM-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - DES-LS - CLG-LS - M-LS - IM-LS - ACME-LS - EMIT-LS
Course taught in English
Go to class group/s: 31
The purpose of this course is to give students a thorough grounding in industrial marketing by exploring in-depth the most innovative concepts, theoretical models, and tools from the field. Combining the analysis and comparison between theories and managerial practices, students are introduced to the logics underlying the creation of value in the exchange processes between sellers and buyers.
Upon completion, the student should be able to:
familiarize with the terms, concepts, and constructs of industrial marketing;
build significant knowledge of the activities, results, and experience of industrial marketers;
acquire frameworks and tools for analyzing the appropriateness and effectiveness of the industrial marketing functions of firms with respect to their products and services, markets, and industries.
Students immerse themselves in business marketing experience interacting with guest speakers from leading companies and developing a field project.
- Major concepts in business to business marketing
Organizational buying behaviour
The relational approach
Market segmentation: micro and macro segmentation
Key account management
Branding strategies in industrial markets
Marketing communication:new trends and challenges
Assessing and communicating the value creation potential for customers
- Group work (Case studies and field project)
- Written exam on slides and notes
Non-attending studentsWritten exam
- slides and readings provided by the instructors
- D. FORD, P. BERTHON, S.J. BROWN, et al., The Business Marketing Course: Managing in Complex Networks, Wiley, 2002.