INDUSTRIAL MARKETING
Course Code: Course Objective:
To provide an understanding of industrial market characteristics, evolution of strategies and to learn practical application of different concepts of industrial market
MBA 474
Credit Units: 03
Pre-Requisites:
Students should have the basic knowledge of marketing concepts like segmentation, targeting & positioning, Marketing mix and advertising & sales promotion.
Course Contents:
Module I Introduction to industrial marketing, environment of industrial and consumer marketing, nature of an industrial buyer, types of industrial products and services and their contextual nature, standard product classification Industrial buying behavior, individual vs. group decision making, concept of buying center and environmental & organizational influences, buy-grid framework and its practical application, after-sales service (AMC) Industrial market segmentation, targeting and positioning techniques; sequential segmentation, niche market Module II Industrial channel, types, nature, difference between merchant, agents and broker, selection criteria, channel conflicts, channel integration (VMS), marketing strategies, policy, sales management practices training, motivation and examination., e-commerce Industrial marketing communication, advertising, publicity and sales promotion Module III New product development through in-house (R&D) and technology transfer, different stages in NPD, different types of test markets; IPRs, patent, copyright, non-disclosure agreement (NDA), industrial PLC and effect of various external and internal environmental factors Module IV Different types of bids tender and auction, two parts bid, price discovery mechanism under different market scenarios, OEM and their impact on pricing policies, break-even point calculation Line of credit and mode of payment, its implication on working capital management Module V Industrial marketing research techniques, marketing intelligence, sales and demand forecast in industrial market Industrial marketing in international context, Incoterms, role of contingency factors affecting industrial marketing decisions Brief introduction to nature of turnkey and BOT projects, its contractual agreement; leasing
Learning Outcomes:
The student after studying this paper will be able to:Will be able to understand how the business to business functions. The students will be able to understand the mind process of the decision makers of the government, commercial organizations. Understand how the processing takes place in quotation, tenders and other bid processes. Follow the process of sales forecasting and intelligence system.
Examination Scheme:
Components Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70
Text & References:
Havaldar, K.K., (2009). Industrial Marketing: Text and Cases, McGraw Hill Reeder, Robert R., Reeder, Betty H., Brierty, Edward G. (2009). Industrial Marketing: Analysis, Planning and Control, PHI Learning Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity Magazines- Advertising and Marketing, Business World, Business India
