Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Management (BBM)
Course Description
:This course includes the industrial marketing concept and systems, nature of industrial demand, industry product and service strategies, channel management, pricing and promotion of industrial product.
Course Objective
:This course aims to develop students’ understanding in the area of industrial marketing and develop their skills in designing industrial marketing strategy. Course Description This course includes the industrial marketing concept and systems, nature of industrial demand, industry product and service strategies, channel management, pricing and promotion of industrial product.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction
8 hours
- Concept of Industrial marketing. Industrial marketing system. Industrial marketing mix. Industrial marketing management issues. Industrial buyer behavior: nature and characteristics. Industrial buying considerations.
- 2: Industrial Demand 6 LHs Derived demand. Industrial product types and their characteristics. Industrial purchasing systems and methods. Value analysis. Vendor analysis.
Unit 3. Product and Service Strategy
6 hours
- Industrial product development process. Industrial product mix. Services marketing to industries.
Unit 4. Channel Management
7 hours
- Industrial channel strategy: role of distributors and sales agents. Branch distribution.
- Formulating industrial channel strategy. Channel logistics.
Unit 5. Pricing
7 hours
- Price factors: competition, costs and nature of demand. New product pricing strategies. Pricing policies: net pricing, discounting, geographic pricing.
Unit 6. Promotion
14 hours
- Industrial advertising: advertising objectives, advertising appeals in industrial marketing, advertising message design, media selection. Role of personal selling.
- Selecting sales people, training, task assignment, and compensation. Sales promotions: organizing and participating in events and exhibition. Industrial catalog preparation. Promotional novelties. Public relations in industrial marketing.
- Suggested Books:
- Richard M. Hill, Ralph S. Alexender and James S. Cross, Industrial Marketing, AITBS
- Publishers.
- P.K.Ghosh, Industrial Marketing, Oxford University Press.