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Industrial Marketing MM 553
Industrial Marketing or Business Maketing has long been given a step-motherly treatment by most eductors. However, with global and technological pressures on one side and the new opportunities thrown up on the other side, this study of Business-to Business Marketing has come into sharp focus.
This 15 hour course is open to all who have a basic grounding in Marketing and would like to spcialise in Business-to-Business Marketing.
The course will consist of brief lectures, case discussions, and interaction with executives from the industry.
The course content:
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No
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Details
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Reading
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1 (14-11-07)
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The Nature and Scope of Industrial Marketing
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Chap 1. Havaldar
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2 (14-11-07)
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Industrial Marketing Environment
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Chap 2. Havaldar
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3 (21-11-07)
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Industrial Procurement and Buying Behaviour
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Chap 3 & Case : Robo Knon
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4 (22-11-07)
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Buyer-Seller Relationship.
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Chap 4 & Case : Vani Agencies
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5 (28-11-07)
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Industrial Segmentation, Targeting and Positioning
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Chap 6 & Case Nammura Hotel
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| 6 (29-11-07) | Quiz | All portions till 28/11 |
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7 (5-12-07)
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Product Strategy
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Chap 7 . Havaldar
Case: TNM Systems Inc
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| Strategy for High Technology products | ||
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8
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Industrial Distribution Channel
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9
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B2B personal Selling
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10
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Industrial Pricing Strategies
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11
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Industrial Marketing strategies, Customer Life Time Value
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HBS note by Elie Ofek
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12
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E-Commerce
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Text Book: Industrial Marketing 2nd edition, by K.K Havaldar, TMH
HBS Note "Customer* Profitability &* Lifetime* Value*": Eli Ofek
" Beyond*the*Chasm" Moore
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