| Course Type | Elective Course |
|---|
| Course Level | Master's Degree Without Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Able to identify, formulate and solve problems in industrial markets.
- Able to promote strategies for industrial markets.
- Able to analyze and interpret results of the strategies developed for industrial markets.
- Know industrial buying behavior.
- Know industrial marketing communication.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | In this course; major characteristics of industrial markets, buying processes, selection of suppliers and the methods of evaluating them will be discussed. Types of industrial markets, and customer behavior, buyer-seller relationships in industrial markets, marketing mixes, setting up information systems in industrial markets, industrial market segmentation, target market selection and positioning strategies will be examined. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Industrial market: Industrial buyer behavior |
|
2nd Week |
Industrial buyer behavior |
|
3rd Week |
Customer relationship management strategies for industrial markets |
|
4th Week |
Segmentation of industrial markets |
|
5th Week |
Industrial demand analysis |
|
6th Week |
Industrial marketing mix |
|
7th Week |
Industrial marketing strategies for global markets |
|
8th Week |
Mid-term examination |
|
9th Week |
Product strategies for industrial markets |
|
10th Week |
Innovation management and new industrial product development |
|
11th Week |
Service management for industrial markets |
|
12th Week |
E-commerce for industrial markets |
|
13th Week |
Pricing strategies for industrial markets |
|
14th Week |
Industrial distribution channels-supply chain management,industrial marketing communication |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Hutt, Michael D., Speh, Thomas W. (2007). Business Marketing Management. Thomson. |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Project |
1 |
20 |
| Total(%) |
|
50 |
| Contribution of In-term Studies to Overall Grade(%) |
|
50 |
| Contribution of Final Examination to Overall Grade(%) |
|
50 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
1 |
110 |
110 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
70 |
70 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
|
|
|
| Homework |
|
|
|
| Project |
1 |
40 |
40 |
| Total Work Load | 306 |
| Total Work Load / 30 (h) | 10.2 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
