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INDUSTRIAL MARKETING [IM] Mr V ivek Singh Tomar Session Plan 1 2 3 4 Module 1 Module 1 Module 1 Module 1 Introduction to industrial marketing environment of industrial and consumer marketing, nature of an industrial buyer types of industrial products and services and their contextual nature standard product classification Industrial buying behaviour, individual vs. group decision making concept of buying center and environmental & organizational influences, buy-grid framework and its practical application Industrial market segmentation, targeting and positioning techniques; sequential segmentation, niche market Industrial channel, types, nature, difference between merchant agents and broker, selection criteria, channel conflicts, channel integration (VMS) marketing strategies, policy, sales management practices training, motivation and examination ., e-commerce Industrial marketing communication, advertising, publicity and sales promotion New product development through in-house (R&D) and technology transfer different stages in NPD, different types of test markets IPRs, patent, copyright, non-disclosure agreement (NDA), Lecture Lecture Lecture Lecture None None None None

Module 1

Lecture

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Module 1

Lecture

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7 8 9

Module 2 Module 2 Module 2

Lecture Lecture Lecture Lecture

None None None None

10 Module 2

11 Module 2

Lecture

None

12 Module 3 13 Module 3 14 Module 3 15 Mid Term

Lecture Lecture Lecture Selection of weak student

None None None None

16 Module 3 17 Module 4 18 Module 4

industrial PLC and effect of various external and internal environmental factors Different types of bids tender and auction

Lecture Lecture

None None None

two parts bid, price discovery mechanism under different market scenarios, OEM and Lecture their impact on pricing policies break-even point calculation Line of credit and mode of payment, its implication on working capital management Industrial marketing research techniques marketing intelligence, sales and demand forecast in industrial market Industrial marketing in international context Lecture Lecture Lecture Lecture

19 Module 4 20 Module 4 21 Module 5 22 Module 5

None None None None

23 Module 5 24 Module 5

Incoterms, role of contingency factors affecting industrial marketing decisions

Lecture

None None

Brief introduction to nature of turnkey and BOT projects, its contractual agreement; Lecture leasing Case Presentation Case Presentation Case Presentation Case Presentation Case Presentation

25 Case Study

None

26 Case Study

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27 Case Study

None

28 Case Study

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29 Case Study

None

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Presentation 30 Doubt Solving and queries Course Material Copyright 2011 Amizone Designed and Developed by AKC Data Systems (I) Pvt Limited Lecture None

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