8404 - INDUSTRIAL MARKETING

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
• Positioning
• Key account management
• Branding strategies in industrial markets
• Marketing communication:new trends and challenges
• Assessing and communicating the value creation potential for customers

Attending students

• Group work (Case studies and field project)
• Written exam on slides and notes

Non-attending students

Attending students:

• slides and readings provided by the instructors

Non-attending students:

• D. FORD, P. BERTHON, S.J. BROWN, et al., The Business Marketing Course: Managing in Complex Networks, Wiley, 2002.