INDUSTRIAL MARKETING

Semaster

Ζ' Εξάμηνο

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Short Description

 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.