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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Industrial Marketing

Consumer marketing sells to individuals; Industrial (B2B) marketing sells to the organizations that keep the world running. This course explores the complex dynamics of Business-to-Business relationships. Students will understand “Derived Demand,” navigate the “Buying Center” (where multiple stakeholders make a single decision), and learn how to market technical products and services to sophisticated corporate clients.

§ 01 By the end you can
  1. Differentiate between B2B and B2C marketing (Relationship vs. Transactional)
  2. Analyze the "Organizational Buying Behavior" and the role of the Buying Center
  3. Master B2B segmentation, targeting, and positioning strategies
  4. Manage long sales cycles and complex negotiation processes
  5. Design strategies for Supply Chain Management and "Just-in-Time" relationships
§ 02 Sixteen sessions

The whole semester.

  1. 01The B2B Environment: Derived Demand
  2. 02Organizational Buying Behavior: The Decision Process
  3. 03The Buying Center: Gatekeepers & Deciders
  4. 04Assessing Market Opportunities: B2B Research
  5. 05Segmentation & Targeting in Business Markets
  6. 06Relationship Marketing & CRM
  7. 07Strategic Alliances & Partnerships
  8. 08 · MidtermMidterm Examination
  9. 09Product Strategy: Managing the Industrial Service
  10. 10Pricing Strategy: Bidding & Negotiation
  11. 11B2B Distribution: Logistics & Supply Chain
  12. 12Business Communication: The B2B Sales Force
  13. 13Key Account Management (KAM)
  14. 14B2B Digital Marketing & Lead Generation
  15. 15Ethics in Industrial Marketing
  16. 16Final Project: The B2B Tender Proposal

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The B2B Tender Proposal

How it’s judged

Recommended reading
  1. Business Market Management: Understanding, Creating, and Delivering Value by James C. Anderson
  2. Industrial Marketing Management by Michael D. Hutt and Thomas W. Speh
  3. B2B Marketing: A Radical Transformation by Michael Halligan
  4. Key Account Management by Diana Woodburn and Malcolm McDonald
  5. Predictable Revenue (Sales context) by Aaron Ross
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