UNIQUE SERIES AKTU Syllabus
BMBAIMK03

Industrial Marketing

L-T-P3-0-0 Session2026-27 (W.E.F 2024-25) TypeTheory
Appears in 1 semester

MBA Integrated · Sem 5 (Specialisation: Marketing)

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Syllabus

5 units · 40 lecture hours
Unit1

Unit 1: Introduction to Industrial Marketing

7 hrs

Introduction to industrial marketing; concept, nature and scope; difference between industrial and consumer marketing; industrial marketing landscape; economics of industrial demand; classification of industrial customers; importance of B2B markets; case studies.

Unit2

Unit 2: Industrial Buying Behaviour

8 hrs

Organisational procurement process; characteristics of industrial buying behaviour; purchasing in government organisations; industrial buying decision process; buying centre roles; stages in buying; factors influencing industrial purchase decisions; case studies.

Unit3

Unit 3: Inputs and Strategic Dimensions in Industrial Marketing

8 hrs

Uncertainty in industrial markets; role of purchasing agents; negotiation in industrial marketing; relationship management in B2B markets; macro and micro environmental variables; industrial market segmentation; introduction to strategic planning in industrial marketing; case studies.

Unit4

Unit 4: Strategy, Channels and Logistics

9 hrs

Strategic planning process; McKinsey 7S framework; industrial marketing strategy formulation; channel participants and functions; selection of distributors and representatives; dual distribution channels; logistics and physical distribution; customer service in industrial markets; case studies.

Unit5

Unit 5: Pricing, Sales Force and Marketing Control

8 hrs

Industrial pricing concepts; derived demand pricing; pricing strategies in industrial markets; cost-based and value-based pricing; sales force planning and management; motivation and compensation of sales force; marketing control systems; performance evaluation in industrial marketing.

Course Objectives5 points
  • To understand the fundamental concepts, scope, and nature of industrial marketing and its distinction from consumer marketing.
  • To analyse industrial buying behaviour and organisational procurement systems.
  • To examine industrial marketing mix elements including pricing, distribution, logistics, and sales force management.
  • To apply strategic planning concepts for industrial marketing decision-making.
  • To evaluate industrial marketing systems, channels, and operational efficiency in B2B markets. Course Contents
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Explain the concepts and scope of industrial marketing and its differences from consumer marketing.K2 (Understand)
  2. CO2Describe organisational buying behaviour, buying centres and procurement processes in B2B markets.K2 (Understand)
  3. CO3Apply segmentation, targeting and positioning frameworks to industrial marketing situations.K3 (Apply)
  4. CO4Apply channel design and logistics concepts to industrial distribution decisions.K3 (Apply)
  5. CO5Apply pricing, sales force management and marketing control techniques in industrial markets.K3 (Apply)

Suggested Readings (Latest Edition)

  1. Webster, F. E. Jr. Industrial Marketing Strategy (Wiley Series on Marketing Management). Wiley.
  2. Krishnamacharyulu, C. S. G., & Lalitha, R. Industrial Marketing. Jaico Publishing House.
  3. Ghosh, P. K. Industrial Marketing. Oxford University Press.
  4. Havaldar, K. K. Industrial Marketing. Tata McGraw-Hill.
  5. Govindarajan, V. S. Industrial Marketing Management. Vikas Publishing House.
  6. Phadtare, M. T. Industrial Marketing. Prentice Hall India.

Official AKTU syllabus

This subject is on page 34, 35 of the original AKTU PDF.

Official AKTU syllabus PDF ↗