Course : Industrial Marketing

Course Code : BMKT 32723

Credit Value : 3

Status : Compulsory

Level : Level 3

Semester : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. appraise industrial marketing and its dynamic nature in the modern marketing environment
  2. discuss the characteristics of  organizational buying behaviour and how Customer Relationship Management (CRM) strategies can be applied for business markets.
  3. assess the market opportunities with the understanding of segmentation process in the business markets and by relating  organizational demand analysis.
  4. formulate industrial marketing strategies by considering the challenges of execution .
  5. evaluate industrial marketing strategies and performances in organizations.

Course Content                     :

Topic No.

Topic

Learning Outcomes

Teaching

and Learning Method

Method of Assessment

1

Introduction to Industrial Marketing

At the end of the session students should be able to;

  1. discuss the concept of industrial marketing  management
  2. review the specific characteristics of industrial markets based on a given scenario
  3. compare the characteristics of industrial markets that of with consumer markets
  4. develop an understanding of  how supply chain practices can be applied in an industrial organization

Lectures

Class room discussions

End Semester Examination

2

Organizational Buying Behavior

At the end of the session students should be able to;

  1. clarify  the concept of organizational buying behavior (  including the decision making process and different types)
  2. discuss organizational buying processes with the understanding of forces shaping organizational buying behaviour (including: macro and micro forces pertained to different sectors)
  3. develop the ability to understand organizational buying behaviour for a given business organization

Lectures

Class room discussions

End Semester Examination

3

Customer Relationship Management (CRM) Strategies for Business Markets

At the end of the session students should be able to;

  1. analyze the importance of adopting  CRM concepts for business markets
  2. outline how CRM process should be implemented in an industrial organization
  3. develop the ability to build CRM strategies for a given scenario
  4. demonstrate how CRM strategies should be integrated with overall organizational objectives

Lectures

Class room discussions

Article review

End Semester Examination

Review Report

4

Segmenting the Business Markets and Organizational Demand Analysis

At the end of the session students should be able to;

  1. recognize segmentation by paying special attention to the requirements and benefits of  the business markets
  2. prepare segmentation profiles followed by the bases for segmentation  for a given organization
  3. appraise the concept of organizational demand analysis for business markets
  4. review essential dimensions of sales forecasting for a given organization (including sales forecasting techniques)

Lectures

Class room discussions

Case study

End Semester Examination

5

Industrial Marketing  Planning: Strategic Perspective

At the end of the session students should be able to;

  1. examine the concept of industrial marketing  planning with a strategic perspective for business markets
  2. apply planning techniques and process  for a given organizational scenario
  3. practice industrial marketing planning strategies in par with given contexts (including different types and industries as the contexts)

Lectures

Class room discussions

End Semester Examination

6

Industrial Marketing  Strategies for Global Markets

At the end of the session students should be able to;

  1. appraise the main points of developing industrial marketing  strategies for  global markets
  2. build international strategy, value chain and a general framework for global strategy in a given organization
  3. develop the skills required to formulate industrial marketing  strategies for global markets

Lectures

Class room discussions

End Semester Examination

7

Managing products for Business Markets / Managing Innovation and Industrial Product Development

At the end of the session students should be able to;

  1. recognize the importance of managing innovation and new industrial product development
  2. improve the knowledge pertained to the application towards   technology and new product development processes for a given organization
  3. develop the ability  to manage innovation and new product development for industrial markets

Lectures

Class room discussions

Case study

End Semester Examination

8

Managing Services for Business Markets

At the end of the session students should be able to;

  1. appraise the concept of managing services for business markets
  2. construct the marketing mix for business service firms and developing new services
  3. formulate service strategies as to add values for  business marketing strategies

Lectures

Group discussions

End Semester Examination

9

Managing Industrial Marketing  Channels

At the end of the session students  should be able to;

  1. appraise the alternatives available for designing  Industrial Marketing  channels
  2. design industrial Marketing channels for a given business organization. (including channel development, channel modifications and performance evaluation)
  3. practice the industrial marketing channel strategies for a given scenarios representing different types and sectors of industries

Lectures

Group discussions

End Semester Examination

10

Industrial pricing strategy

At the end of the session students should be able to;

  1. outline the main factors to be considered when developing pricing strategies in industrial markets
  2. formulate pricing strategies for a given scenario in industrial markets.
  3. analyze different pricing strategies that match with the objectives of an given organization

Lectures

Group discussions

Debates

End Semester Examination

11

Industrial Marketing  Communication: Advertising, Sales promotion and Personal Selling

At the end of the session students should be able to;

  1. review the importance of understanding industrial marketing  communication (including; advertising & sales promotion)
  2. build the ability of organizing B2B advertising campaigns and trade shows for a given business organization.
  3. propose communication strategies based on a given scenario of an organization by way of a communication plan

Lectures

Class room discussions

End Semester Examination

Recommended Reading

  1. Hutt D.M. and   SpechW.T.(2011), “Industrial Marketing  Management: B2B”, 9th edition, Cengage Learning India Pvt. Ltd.
  2. Kotler P., Keller K.L., Koshy A. and Jha M.  (2012), “Marketing Management: A South Asian Perspective”, 14th edition, Prentice Hall.
  3. Ghosh P. K. (2012) “Industrial Marketing”, Oxford University Press.
  4. Coe J. (2003), “The Fundamentals of Business-to-Business Sales & Marketing”, 1st edition, McGraw-Hill.
  5. Milind T. Phadtare M.T. (2013), “Industrial Marketing”, PHI Learning Private Limited.
 

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