BUS 414 Industrial Marketing Management
The course presents an integrative examination of industrial marketing. It reviews the environment of industrial marketing and examines each of the major types of industrial customers. Evaluating the organizational buying process, assessing marketing opportunities, analyzing marketing interface with manufacturing research and development, and reviewing the marketing mix are part of the course discussion. Through case analysis, the students examine techniques for evaluating industrial marketing strategy and performance by utilizing marketing control systems and marketing profitability analysis.