Industrial Marketing, Master Course

General provisions

Master programme course- track MIB

Learning outcomes

The overall aim of the course is for the students to develop a deeper understanding of industrial marketing. This includes developing both practical skills and theoretical knowledge concerning industrial marketing issues of relevance for various firms. The goal is accomplished through active participation in seminars of both theoretical and practical nature, as well as through contacts with different firms.

After participating in the course the student will be able to:

· Use different theories and models to critically analyse firm specific industrial marketing issues such as logistical problems, problems related to sales and purchasing and / or international marketing issues.

· More thoroughly evaluate and discuss the financial side of industrial marketing management.

· Use the skills they have developed during the course to independently reach a more holistic picture of relevant parties (business and none-business), relevant additional facts etc. needed to make an analysis of a given marketing situation from the viewpoint of a certain firm.

· Develop skills in finding an interesting analytical problem to study, as well as finding relevant facts through interviews with company representatives and summing these up. In collecting company facts, attention will also be directed towards the tools used by companies in their marketing efforts, thereby deepening the students understanding in these areas.

· Make good presentations in front of an audience of fellow students as well as practitioners (including both verbal and none-verbal skills of presenting).

· Present their most important conclusions/findings in a professional way using posters.

Content

Industrial markets tend to differ from consumer markets in aspects such as number and size of buyers, demand and buying patterns. The impact of these differences from consumer markets will be discussed during the course, and suitable marketing tools analysed. Business companies are, for example, often dependent on a limited number of counterparts for a large portion of their purchases and sales, which makes interaction with customers and supplier an often appropriate strategy. During the course we will touch upon various marketing aspects relevant for industrial markets, including for example relationships, industrial networks, distribution and technological development.

Instruction

The teaching on the course comprises of lectures (including guest lectures), seminars (both theoretical and more practical) and tutoring. Representatives from commercial firms participate during several course moments.

The language of instruction is English.

Assessment

Grades will be given in accordance with the Swedish grading system and, for international students, the ECTS grading system. The following grades will be used: VG (passed with distinction), which corresponds to A or B in the ECTS grading system, G (passed), which corresponds to C, D or E, and U (failed) which corresponds to the ECTS grade F.

To achieve the learning goals the students are evaluated based on:

· Performance during theoretical seminars where the students will take turns chairing the sessions, including a thorough presentation of the subject at hand and preparation of questions for discussion.

· An individual quiz halfway through the course

· Active participation in discussions

· Oral presentation

· Poster presentation

Any remaining assignments and supplements must be completed and handed in at least within two weeks after the end of the course otherwise this part of the examination has to be redone the following semester, provided there is space in the course.

Attention Swedish students: Only completed courses can be recognised in your degree.