COURSE UNIT TITLE

: INDUSTRIAL MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IPL 5028 INDUSTRIAL MARKETING ELECTIVE 3 0 0 3

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Marketing Management

Course Objective

To enable students to learn the differences of industrial markets from consumption markets, purchasing processes, methods of selecting and evaluating suppliers, and industrial marketing management. To be able to define the basic concepts and principles
related to industrial marketing principles.

Learning Outcomes of the Course Unit

1   To be able to define the basic concepts and principles related to industrial marketing principles.
2   To have knowledge about industrial market types and customer behavior, buyerseller relations in industrial markets
3   To have knowledge about industrial marketing mix, establishment and operation of information system in industrial markets, industrial market segmentation, target market selection and positioning strategies
4   To have the ability to identify, formulate and solve problems in industrial markets

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Industrial/B2B Marketing
2 Qualifications of Industrial Marketing
3 Purchasing Function, Organizational Purchasing Behavior
4 Methods of evaluating suppliers in industrial purchasing
5 Industrial demand analysis
6 Segmentation, Target Market Selection and Positioning in Industrial/B2B Markets
7 Product decision in industrial marketing
8 New product development and product management
9 Service Management for Industrial Markets
10 Industrial/B2B Marketing Channels
11 Promotion Decisions in Industrial Marketing
12 Industrial/B2B Pricing and Negotiation/Discussion
13 CRM in Industrial Markets
14 Industrial Marketing Strategies for Global Markets

Recomended or Required Reading

1. Brennan Ross, Canning Louise, McDowell Raymond, (2011), Business to Business Marketing, 2th ed., Sage, London
2. Weele Arjan J.Van, (2014), Satın alma ve tedarik zinciri yönetimi: analiz, strateji, planlama ve uygulama, 5. Basımdan çeviri, çev. Timuçin Binder, Çev. Editörü: Metin Çancı, Literatür yayınları, Ekim, Istanbul
3. Balta Nezihe Figen, (2006), Endüstriyel Pazarlama, Nobel, Ankara
4. Ersoy Nezihe Figen (2015) Endüstriyel/B2B Pazarlarda Müşteri Davranışları ve Satın alma Merkezi Analizi, Detay Yayıncılık, Ankara

Planned Learning Activities and Teaching Methods

Oral presentations, assignments

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 * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

pinar.ozkan@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 1 14
Preparation for midterm exam 1 5 5
Preparation for final exam 1 5 5
Preparing assignments 1 5 5
Preparing presentations 1 5 5
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 80

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11
LO.11
LO.211
LO.31
LO.411

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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