| The purpose of this course is to:
§ Familiarize students with concepts such as industrial products, suppliers, industrial customers and industrial markets.
§ Help students understand the characteristics and the way in which industrial (B2B) markets operate.
§ Analyse functions and activities of industrial firms with respect to their products, services, markets and industries served.
§ Equip students with specialised knowledge in selected industrial market settings.
Having completed the course successfully, students should be able to:
§ Explain the nature and operation of the industrial chain (the industrial buying process, participants, criteria for selecting and evaluating participants).
§ Explain the main differences between industrial and consumer markets.
§ Apply the principles of marketing to industrial (business-to-business) settings, using their critical and analytical skills and ability.
§ Conceptualise certain marketing solutions in industrial marketing settings.