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ME2604 Advanced Industrial Marketing 6.0 credits

Advanced Industrial Marketing

Please note

The information on this page is based on a course plan that is not yet valid.

The course covers: 

- Strategic and tactic marketing management

- Strategic Brand management, a management approach that has grown to challenge traditional models of product management and industrial production, is a particular focus of the course.

- Brand Building, including core value and identity implementation

- Brand Leveraging Brand Extensions, co-branding and ingredient branding

- Franchising and licensing for entering foods and fmcg-goods

- Complex brand architecture for high-tech brands

- Buyer behaviour in industrial and end-consumer markets.

- Implementation activities in marketing

  • Educational level

    Second cycle

  • Academic level (A-D)

    C

  • Subject area

    Industrial Management

  • Grade scale

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

Course offerings

Autumn 13 for programme students

Learning outcomes

At the end of this course participants should;

  • have strategic understanding of firms’ development process with focus on marketing concept
  • be able to work with multi level segmentation process within the B2B markets
  • be able to gain insight and work with the management of product portfolio, pricing and promotion
  • be able to work with implementation of marketing strategies within B2B market

Course main content

Issues and concepts that will be covered during the course

  • Strategic marketing management
  • Buyer behavior in industrial and end-consumer markets
  • Segmentation and positioning process
  • New producer development process
  • Management of product portfolio
  • Pricing and promotion strategy design and implementation within B2B markets
  • Marketing research practice within Business markets 

Disposition

Teaching Methods; Lectures, guest lecturers, and case seminars.

Eligibility

- Industrial Marketing

- Marketing Management or

- Principles of Marketing

- Be Student of master

Prerequisites

Basic course in industrial marketing or equal.

Students should have completed the following courses:

-          Industrial Marketing

-          Marketing Management,  or Principles of Marketing 

Literature

Meddelas vid kursstart.

Will be announced later

Examination

  • TEN2 - Examination, 6.0 credits, grade scale: A, B, C, D, E, FX, F

Students will be evaluated in 3 different categories;

  • Evaluation and Presentations of cases
  • Evaluation and presentation of articles
  • Final Exam  

Requirements for final grade

Case and article assessment and presentations, examination and class attendance (compulsory) 

Offered by

ITM/Industrial Economics and Management

Contact

Esmail Salehi-Sangari (ess@indek.kth.se)

Examiner

Esmail Salehi-Sangari <ess@indek.kth.se>

Supplementary information

Types of teaching: Lectures, comprehensive group project, and case seminars.
Established 2007-05.

Add-on studies

Due to overlap you should chose only one of these courses, ME2066 och ME2604.

Version

Course plan valid from: Autumn 13.
Examination information valid from: Autumn 13.