| Lectures and exercises |
hours |
| Topics |
Specific contents |
|
| Introduction to industry analysis and strategy definition |
Business definition. Factors that models the competitive environment. Types of firm strategy. |
8
|
| Key distinctive aspects of industrial marketing |
Key distinctive aspects of industrial markets. Demand segmentation. Customers portfolio analysis. |
4
|
| Characteristics of industrial goods |
The concept of industrial good. A classification of industrial goods. The industrial services. |
6
|
| Industrial buyer behavior |
Motives to buy. Buying criteria. The optimization of the buying criteria. The evaluation of different offers. The role of the individual variables in the buying process. |
4
|
| Organizational characteristics of the buying process |
The role of the different organizational units and individual roles in the buying process. Factors which influence the buying process. Principal steps of the buying process. |
8
|
| Models of the buying process |
The main models of the buying process in industrial markets: Robinson and Faris model, Wind model, Webster and Wind model, Sheth model. |
6
|
| Total hours for lectures and exercises |
36 |
| for exercises only |
|
|
Further educational activities
|
hours
|
| Labs |
0 |
| Tutorials / Seminars |
4 |
| Workshops |
0 |
| Guided tours |
0 |
| |
0 |
| Total hours for further educational activities |
4 |
| Total hours |
40
|