15MG07 TECHNICAL MARKETING OPEN ELECTIVE

3 0 0 3
Objectives

To gain insight on the impact of marketing environment on the marketing

strategies adopted by the business organizations.
To provide understanding about Segmentation, Targeting, Positioning in
marketing and give an comprehensive view about the individual buyer behaviour
To give detailed insight into the 4Ps of Marketing.
To develop an understanding among the students about the various dimensions of
industrial marketing.
To develop an understanding among the students about the nature of industrial
buying.

Course Outcomes
Contribute meaningful suggestions in developing a product for the marketing
environment.
Suggest appropriate pricing strategy
Give valuable inputs in designing marketing communications
Demonstrate an integrative understanding of various mechanisms for the
elaboration of segmentation, targeting and positioning strategies
Recognize the challenges posed to participants in business-to-business market.
UNIT I :Introduction
Marketing Marketing Management Core concepts - Selling vs Marketing ,Philosophies of
Marketing Management The Marketing Environment
9 Hours
UNIT II:STP and Buyer Behaviour
Market Segmentation: Levels Importance Procedures - Bases for Segmentation Targeting
Strategies Positioning: Differentiation Strategies - Positioning Strategies - Organizational
Buyer Behaviour
9 Hours
UNIT III:4 Ps of Marketing Product,Price,Place, promotion
Product Classification - Product Levels Product Life Cycle , Pricing: Methods, Marketing
Channels: Channel Functions - Channel Levels , Marketing Communication: Process Developing Effective Communications
9 Hours

UNIT - IV:Dimensions of Industrial Marketing:

Nature of Industrial Marketing, Industrial Marketing vs. Consumer Marketing, Types of
Industrial Markets, Classifying Industrial Products, Organizational Procurement Characteristics
The Industrial Marketing Environment.
9 Hours
UNIT V:Nature of Industrial Buying:
Organisational buying Activity, Buying models and buying centre concept, Inter Personal
Dynamics of Industrial Buying Behavior, Roles of Buying centre. Online and Offline
Tradeshows - B 2 B Forms of E-Commerce
9 Hours
Total hours: 45
Reference Books:
1. Philip Kotler, Kevin Lane Kellar, Abraham Koshy, and MithileswarJha., Marketing
Management A South Asian Perspective, Noida: Pearson, 2012.
2. Industrial Marketing, Robert R. Reeder & Reeder PHI
3. Business Marketing Management, Michael D. Hutt, Thomas W. Speh, Cengage
Learning, 9/e, 2007
4. Industrial Marketing, Krishna Havaldar TMH, 2/e, 2005 Industrial Marketing, Prof. P.
K. Ghosh, Oxford