COURSE UNIT TITLE

: INDUSTRIAL MARKETING

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 5102 INDUSTRIAL MARKETING ELECTIVE 3 0 0 6

Offered By

Business Administration (English)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR BILGE AYKOL

Offered to

Business Administration (English)

Course Objective

The objective of this course is to analyze the idiosyncrasies of industrial markets and elaborate on how these idiosyncrasies matter for firms acting on those markets. It also aims at providing an understanding of specific issues and problems faced by firms, getting to know some tools and concepts to analyze and answer to these challenges; acquiring the capability to identify and analyze some underlying mechanisms of the challenges on industrial markets.

Learning Outcomes of the Course Unit

1   1. Distinguish between industrial and consumer markets in order to be able to analyze the idiosyncrasies of industrial markets
2   2. Interpret the behavior and process of industrial buying in order to be able develop effective marketing strategies relevant to the characteristics of industrial markets.
3   3. Identify critical elements of value offerings in industrial markets for the purpose of developing effective industrial marketing plans
4   4. Discover the way buyer-seller relationships run in order to be able to build harmonious relationships with buyers and sellers.
5   5. Propose solutions to real life marketing problems based on analysis.
6   6. Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
7   7. Demonstrate high communication skills in presenting a report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Nature of business markets
2 Nature of business markets
3 Industrial buyer behavior
4 Marketing strategy development: Product
5 Marketing strategy development: Price
6 Marketing strategy development: Distribution
7 Marketing strategy development: Promotion
8 Mid-term exam
9 Marketing strategy development: Promotion
10 Buyer-seller relationships
11 Buyer-seller relationships
12 Buyer-seller relationships
13 Term project presentations
14 Term project presentations

Recomended or Required Reading

Ford, D., Gadde, L., Hakansson, H., & Snehota, I. (2006). The Business Marketing Course: Managing in Complex Networks, Wiley: West Sussex.
Ford, D., Gadde, L., Hakansson, H., & Snehota, I. (2011). Managing Business Relationships, Wiley: West Sussex.
Dwyer, F.R. & Tanner, J. (1999). Business Marketing, McGraw Hill: USA.

Planned Learning Activities and Teaching Methods

Lecture, case study, project, presentations

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.40 + STT * 0.20 + FIN * 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + STT * 0.20 + RST * 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Midterm and final exams will be based on essays which evaluate understanding, synthesis and evaluation of the lecture material.
2. Group project will be assessed on the wider application of knowledge to the analysis and solution of a business-to-business marketing problem confronted by a specific company. Teams will have two options:
a) They can contact a firm in a position of a reseller/ retailer who will talk about their problems with their suppliers.
b) They can contact a firm in a position of a manufacturer who will talk about their problems with their distributors.
Each team will need to hand in a one-page description of the issue and firm it has selected to examine, and the intended analysis after the mid-terms. The description should also include the sources of information that will be utilized to investigate the issue. A term project should: (a) clearly define the issue or problem at hand, including its importance, (b) contain a thorough analysis of the customer, competitive and organizational environments relevant to the problem or issue, and (c) offer a recommendation for handling the problem or issue.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

bilge.aykol@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparations before/after weekly lectures 13 2 26
Preparation for midterm exam 1 20 20
Preparation for final exam 1 25 25
Preparing assignments 1 40 40
Final 1 1,5 2
Midterm 1 1,5 2
TOTAL WORKLOAD (hours) 154

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6
LO.1525344
LO.2525333
LO.3525434
LO.4525555
LO.5555454
LO.6344554
LO.7333553