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 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.
Unit 2.Industrial Demand
6 hours
- 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 Readings:
- Suggested Books:
- Richard M. Hill, Ralph S. Alexender and James S. Cross, Industrial Marketing, AITBS
- Publishers.
- P.K.Ghosh, Industrial Marketing, Oxford University Press.