Industrial MarketingLaajuus (4 op)

Osaamistavoitteet

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.

Sisältö

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.