IRI30007 Industrial Marketing (Autumn 2008)

The subject is divided into two modules in which the following topics will be illuminated:

Module 1

• Marketing and its environment  
• The European market and marketing  
• Consumers and their buying behaviour 
• B2B Buying behaviour 
• Market segments  
• Market information and research  
• Product structure  
• The product and its marketing  
• Strategic marketing
• Marketing Planning, management and assessment  

Module 2

• Product development and market adaptation
• International marketing

The instruction is to a great degree tied to a practical approach and problem solving in the form of case assignments which will either be taken from sponsor companies or from the students' own interest/discovery. The obligatory exercises (theme-based part project reports) must be handed in and approved.

The students will work in groups with these case assignments and should end up with concrete descriptions/suggestions which are connected with the relevant parts of theory that were taught from the textbook. The work will be organized as a group project and emphasis will be placed on the students' analytical ability and the paper's relevance to the current theme. It will be required that the students hand in their partial reports which are connected with the different tasks/topics.

In the course of the subject we will try to arrange a one week's visit abroad where the topic international marketing will be illuminated. Intensive lectures, followed by group projects, will be used as a form of teaching. In case the stay abroad cannot be arranged, there will be corresponding intensive project work based on cases obtained from local businesses. The students must expect some expenses for the study tour.

All hand-ins must be in English.

Work is being done to organize business related case assignments in order to make student exercises/work more focused on practice. This is being agreed with the selected businesses.

Module 2 involves an obligatory stay abroad with intensive instruction at a European partner institution. The student must expect expenses in connection with excursions.

The following coursework requirements must be approved before the candidate can appear for the final assessment:  

• Module 1: Four obligatory tasks (part projects) must be handed in and approved.
• Module 2: A theme-based work report for this part of the subject must be handed in and approved.  

Home exam: A Case-based group assignment with one week's duration.

Individual marks are given.

Letter marks are given from A to F, where A is the best mark and F is failure.

The exam takes place outside the ordinary exam period. All other teaching will continue as normal during the period.

MIT open courseware, to be decided closer to the beginning of the course.  

Supporting literature:

Principles of Marketing, 3/e. by Frances Brassington and Stephen Pettitt
http://wps.pearsoned.co.uk/ema_uk_he_brassingto_prinmark_3