Industrial Marketing

Subject

The goal of the subject is to introduce to students the specifics of B2B marketing and the basic concepts of marketing theory, the peculiarities of organizations’ purchasing behavior, and the strategic marketing process in B2B markets including market analysis, segmentation, targeting and positioning of various types of B2B companies. At the same time, the course introduces to students the specifics of marketing mix tactical tools for B2B markets.

Content:

• Basic differences between B2B and B2C marketing 
• Organizations’ purchasing behavior 
• Strategic marketing process:
  • Analyzing the organization market 
  • B2B market segmentation 
  • Targeting and positioning 
  • Strategic planning 
• B2B marketing mix specifics 
• Product as the fundamental tool of B2B marketing 
   

Educational Aims

Upon successful completion of this course students will be able to: 

• apply the principles and basic concepts of marketing and management theory in B2B markets. 
• explain and describe significant differences functioning market B2B and B2C market, create a marketing strategy, analyze and evaluate the behavior of various type of B2B companies and markets, 
• recognize the peculiarities purchasing behavior of organizations and the strategic marketing process in B2B markets including market analysis, segmentation, targeting and positioning in specific conditions B2B markets 
• plan and use the tactical tools of the marketing mix in order to effectively meet the needs of the B2B market.

Student Evaluation

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

1. Αυλωνίτης Γεώργιος, Δημητριάδης Σέργιος, Ήντουνας Κωνσταντίνος, (2014), Στρατηγικό Βιομηχανικό (Β2Β) Μάρκετινγκ, Εκδόσεις Rosili, (in Greek).
2. Ross Brennan, Louise Canning, Raymond McDowell , (2011), Business-to-Business Marketing, (2^nd Edition), SAGE Publications Ltd.  
3. Michael D. Hutt, Thomas W. Speh, (2012), Business Marketing Management: B2B, (11^th Edition), South Western Cengage Learning