Syllabus

Unit 1: Introduction and Overview of industrial marketing: Industrial VS Consumer Marketing, Types of Industrial Customers, Classification of Industrial Products and Services, Different Customers and Products of Industrial Marketing, Strategies for Managing Industrial Marketing Environment. – 8 lectures

Unit 2: Industrial Buying and Buying Behaviour: Industrial Buying Decision Process, Differences between Consumer and Organizational Buying Behaviour, Models of Industrial Buying Behaviour, Organizational Buying Process, In-suppliers and Out-Suppliers of Industrial Marketing. – 8 lectures

Unit 3: Promotion in Industrial Marketing: Advertising Decisions in Industrial Marketing, Sales and Sales Force Promotion, Industrial Marketing Mix Elements, Controlling the Sales Force and Compensation to Sales Persons, Controlling the sales force. – 8 lectures

Unit 4: Industrial marketing Research and Demand Forecasting: Industrial vs. Consumer Marketing Research: Issues and Challenges, Industrial Marketing Research Process, Demand Forecasting and Levels of Forecasting, Quantitative and Non-Quantitative Forecasting Methods, Managing Distribution Channels. - 8 lectures

Unit 5: Targeting and Positioning in Industrial Marketing: Segmenting, Process of STP, Requirements of Effective Segmentation, Selecting the Target Marketing Strategy, Developing a Product Strategy and New Product Development, Marketing of Industrial Services.- 8 lectures

To develop an in-depth understanding about all the key conceps of Industrial Marketing.

To expose the students to a variety of product-market situations in the B2B context.

To develop skills required to formulate implementable B2B marketing strategies.

To prepare the students for a career in “Industrial Marketing”

After completion of this course, the pupils shall be able to –
(i) Explain all the key concepts of Industrial Marketing with ease.
(ii) Propose strategies to cope up the ever-changing marketing environment.
(iii) Synthesize the process employed in industrial purchases while critically analyzing all the models of industrial buying behavior.
(iv) Analyze the role of all the major promotional tools used in business marketing.
(v) Develop a communication program for an industrial product independently.
(vi) Synthesize the steps of selling process followed by an industrial salesperson.
(vii) Formulate a research process for industrial marketing

James C. Anderson, James A. Narus, Das Narayandas, and D. V. R. Seshadri (2011), Business Market Management (B2B): Understanding Creating and Delivering Customer Value, Pearson , Edition - 3rd

Alan Zimmerman and Jim Blythe (2018), Business to Business Marketing Management: A Global Perspective, Routledge , Edition - 3rd

Krishna Havaldar (2014), Business Marketing: Text and Cases, McGraw Hill , Edition - 4th

Robert R. Reeder, Edward G. Brierty, Betty H. Reeder (2018), Industrial Marketing: Analysis, Planning and Control, PHI