På Svenska

ME1307 Industrial Marketing for I 7.5 credits

Industriell marknadsföring för I

The course provides a pedagogic inroad to marketing by treating fundamental marketing core concepts such as needs ,wants and demand, products vs, brands and transactions vs relationships. Furthermore strategic marketing concepts such as segmenting, targeting and positioning are treated in industrial and consumer marketing contexts.

  • Educational level

    First cycle

  • Academic level (A-D)

  • Subject area

    Techonology

  • Grade scale

    A, B, C, D, E, FX, F

Course offerings

Spring 13 for programme students

Spring 14 for programme students

  • Periods

    Spring 14 P4 (7.5 credits)

  • Application code

    60526

  • Start date

    2014 week: 13

  • End date

    2014 week: 23

  • Language of instruction

    Swedish

  • Campus

    KTH Campus

  • Number of lectures

  • Number of exercises

  • Tutoring time

    Daytime

  • Form of study

    Normal

  • Number of places *

    Min. 5

    *) The Course date may be cancelled if number of admitted are less than minimum of places.

  • Course responsible

    Henrik Blomgren <henblo@kth.se>

  • Teacher

    Henrik Blomgren <henblo@kth.se>

  • Target group

    Only for CINEK 1

  • Part of programme

Learning outcomes

After the course, the student should be able to:

  • Understand and implement basic Marketing concepts
  • Develop a segmenting, targeting and positioning platform.
  • Conduct a competitive analysis and develop strategic groups

Course main content

  • Marketing Core Concepts
  • Segmenting and Targeting
  • Positioning Brand Identity
  • Relationship Marketing
  • Industrial Relationship
  • Ingredient Marketing
  • CRM- Strategy
  • Social Media Strategy

Eligibility

Only for CINEK1, not for I1.

Literature

Russel s Weiner, R. S and Dahr Rahvi (2010) Marketing Management, Pearson Education, London.

Compendium: Articles on Marketing Strategy , CRM, Brand Strategy, Social Media, by: Christian Gröönroos (Relationship Marketing),  Henrik Uggla (Ingredient Marketing),  David Aaker  (Positioning & Brand Identity)

Examination

  • PRO2 - Project, 3.0 credits, grade scale: P, F
  • SEM1 - Seminar, 2.0 credits, grade scale: P, F
  • TEN1 - Examination, 2.5 credits, grade scale: A, B, C, D, E, FX, F

Offered by

ITM/Industrial Economics and Management

Contact

Henrik Blomgren, henrik.blomgren@indek.kth.se, +46 8 790 6747

Examiner

Henrik Blomgren <henblo@kth.se>

Version

Course plan valid from: Spring 12.
Examination information valid from: Spring 13.