The course includes two main fields of study: strategic marketing, and tactical industrial marketing Within the strategic marketing, the emphasis lies on segmentation, positioning and targeting of the industrial market. Within the tactical marketing mix and the operational coordintaion of the company's marketing activities. The course varies and broadens the traditional marketing mix for an industrial marketplace.
ME1036 Industrial Marketing 6.0 credits
This course has been discontinued.
Last planned examination: Autumn 2019
Decision to discontinue this course:
No information insertedContent and learning outcomes
Course contents
Intended learning outcomes
After the course, the students should be able to:
- segment an industrial market
- position technological products and solutions on the market
- have an advanced understanding of consumer behaviour and complex purchasing decision processes with high involvement products
- carry out strategic and tactical marketing through the marketing mix
- create core values and identity for an industrial brand
- establish a realistic market plan with market activities and follow up
- use the elements in an industrial marketing mix
- implement and make follow up of an industrial marketing plan
Literature and preparations
Specific prerequisites
Completed upper secondary eduction. Basic course in Industrial management (ME1003 or similar) and basic course in marketing (ME1035 or similar).
Recommended prerequisites
Equipment
Literature
"A Framework for Marketing Management", Kotler, P & Keller, K.L (2012)
Scientific articles around industrial marketing
Examination and completion
If the course is discontinued, students may request to be examined during the following two academic years.
Grading scale
Examination
- PRO1 - Project, 3.0 credits, grading scale: P, F
- TEN1 - Written Examination, 3.0 credits, grading scale: A, B, C, D, E, FX, F
Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.
The examiner may apply another examination format when re-examining individual students.
Examined through a examination and a project assignment.
Project: Industrial market plan, 3 credits
Opportunity to complete the requirements via supplementary examination
Opportunity to raise an approved grade via renewed examination
Examiner
Ethical approach
- All members of a group are responsible for the group's work.
- In any assessment, every student shall honestly disclose any help received and sources used.
- In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.