Industrial Marketing, 7.5 credits

Main field of study with advanced study

General entry requirements (with the exemption of the requirement in Swedish) + English 6.

The course is included in Programme in Innovation Engineering. The course is given as a single subject course.

The course aims to enhance students' comprehension of classical marketing theories and the practical application of various models, with a specific focus on industrial marketing. Furthermore, furthermore, the aim is that this understanding should form the basis for navigating the field of marketing, understanding the distinctions between industrial and consumer markets, and for the student to develop skills to plan and execute marketing strategies with consideration for sustainability.

Following successful completion of the course the students should be able to:

Knowledge and understanding

• describe central marketing concepts, theories, and models and explain their relevance in industrial marketing
• identify the dynamic and complex nature of the corporate marketplace and recognize unique features in industrial marketing, as well as differences from consumer marketing
• account for the role of buyer-supplier relationships and networks in industrial marketing and their significance for sustainable marketing practices

Skills and ability

• apply concepts, theories, and strategies in industrial marketing to address various business scenarios and develop practical solutions to challenges within the field
• analyze the value creation process and the role of relationships, with an awareness of their critical importance in industrial marketing
• utilize models and methods to develop marketing strategies in a B2B context while considering sustainability

Judgement and approach

• apply an analytical approach to evaluate industrial marketing strategies and practices with regard to sustainability

In this course, students will explore the fundamental aspects of industrial marketing with consideration for sustainability. This includes topics such as market selection, product development, supply chain management, segmentation, targeting, positioning, pricing, distribution, and effective communication within B2B markets. Additionally, the course places significant emphasis on data-driven decision-making and networking to create value for business clients as part of a group project.

Instructional methods include lectures, group work projects, and seminars. Practical problem-solving, report writing, oral presentations, and peer review reinforce classroom learning.

The teaching is conducted in English.

Assessment is based on an individual written in-class examination, a written group project report with oral presentations and peer assessment.

If there are special reasons, the examiner may make exceptions from the specified examination format and allow a student to be examined in another way. Special reasons can e.g. be study support for students with disabilities.

Course evaluation is part of the course. This evaluation offers guidance in the future development and planning of the course. Course evaluation is documented and made available to the students.