| 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.
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