20307 - INDUSTRIAL MARKETING
CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Course taught in English
Go to class group/s: 31
This is a course of marketing focused on the specificities of the industrial markets. A special attention is addressed to the recent, relevant changes that have occurred in the industrial markets and that have been challenging the logic and processes implicit in the more traditional, well consolidated marketing practices. The course encourages students to take a critical approach through the reading and discussion of papers extracted from the relevant literature and the discussion of recent case studies.
Understanding industrial markets: distinguishing features and recent emerging trends.
The nature of the exchange processes in industrial markets.
The economic and competitive relevance of partnering with industrial customers.
The purchasing orientations of industrial customers.
The development of the value proposition in industrial markets: from the product to the customer solution.
The delivery of the value proposition in industrial markets.
The Key Account Management.
The marketing of projects: from competitive bidding to business solutions.
The customer-based innovation in industrial markets.
Cooperation and competition in industrial markets.
Attending students are expected to participate actively in the course classes through different ways. Their evaluation is consequently based on:
- regular class participation, paper and case study presentation: 40%;
- research project: 30%;
- final written exam: 30%;
The evaluation of their class participation, paper and case study presentation, as well as the evaluation of their research project is valid for the three regular exam calls in academic year 2015-2016.
For non attending students:
Non attending students have to take a written exam in regular exam dates.
- Material from the teacher
- Selection of readings from EGEA Reading Collection (2015)
- EGEA Reading Collection (2015)