Course information

ME2604 Advanced Industrial Marketing 6.0 credits

Advanced Industrial Marketing

About course

Course information

Course development and history

Administrate

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

Offering and execution

Course offering missing for current semester as well as for previous and coming semesters

Course information

Content and learning outcomes

Course contents *

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 

Intended 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 Disposition

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

Literature and preparations

Specific prerequisites *

- Industrial Marketing

- Marketing Management or

- Principles of Marketing

- Be Student of master

Recommended prerequisites

No information inserted

Equipment

No information inserted

Literature

Meddelas vid kursstart.

Will be announced later

Examination and completion

Grading scale *

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

Examination *

  • TEN2 - Examination, 6.0 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.

Students will be evaluated in 3 different categories;

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

Other requirements for final grade *

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

Opportunity to complete the requirements via supplementary examination

No information inserted

Opportunity to raise an approved grade via renewed examination

No information inserted

Examiner

Mana Farshid

Further information

Course web

Further information about the course can be found on the Course web at the link below. Information on the Course web will later be moved to this site.

Course web ME2604

Offered by

ITM/Industrial Economics and Management

Main field of study *

Industrial Management

Education cycle *

Second cycle

Add-on studies

No information inserted

Contact

Mana Farshid (mana.farshid@indek.kth.se)

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.

Supplementary information

Due to overlapping content you can only take one of the courses ME2066 and ME2604.