Course Name Code Semester T+U Hours Credit ECTS
Industrial Marketing UYP 513 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Prof.Dr. NİLGÜN SARIKAYA
Course Lecturers Prof.Dr. NİLGÜN SARIKAYA,
Course Assistants Res.Assist.Buket BORA
Course Category
Course Objective In today’s markets, nearly all products aimed at satisfying human needs pass through an industrial production process. Hence it is possible to mention that all consumer products are the results of an industrial marketing activity. In marketing literature, the principles of industrial marketing is formed with this consideration. But there appears to some changes in the characteristics and behaviors of the actors taking place in industrial marketing setting. In this course, the purpose of the course is to present students with activities of industrial firms as well as get accustomed to topics related to industrial marketing with case studies and examples from the industry. Questions at the end of the cases are meant to lead the discussion in particular direction.
Course Content The content of this course includes definition of industrial marketing, industrial marketing mix, presentation of cases related to industrial marketing in order to help students discuss the relevant topics.
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Differentiates final consumers and organizational consumers Lecture, Question-Answer, Discussion, Brain Storming, Testing, Homework,
2 Analyses and evaluates organizational marketing mix Lecture, Question-Answer, Discussion, Brain Storming, Testing, Homework,
3 Carries out market segmentation for organizational markates and formulates target market selection procedures Lecture, Discussion, Role Playing, Group Study, Brain Storming, Testing, Homework,
4 Examines promotional activities and forms promotional mix for organizational markets Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Testing, Homework, Performance Task,
5 Explains personal sales process and makes suggestions for the personal selling activities in industrial markets Lecture, Discussion, Testing,
6 Makes some evaluations and propose strategies for the organizational market by examining various cases Lecture, Question-Answer, Discussion, Brain Storming, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Introduction to Industrial Marketing
2 Consumer and Industrial Marketing
3 Organizational Marketing Segmenting and Positioning
4 New Product Development and Management
5 Pricing of Industrial Marketing
6 Industrial Marketing Distribution Channels
7 Personel Selling and Management
8 Advertising and Sales Promotion
9 Midterm Exam
10 Customer Relationship Management Strategies for Industrial Markets
11 Industrial Marketing Strategies and Performance
12 E-Commerce Strategies for Business Markets
13 Case Studies 1: Southwestern Ohıosteel Company ,L.P: The Matworks Decision, Case Studies 2: Beta Pharmaceuticals: Pennsylvania Distribution System, Case Studies 3: Pfizer, Inc.Animal Health Products- A Market Segmentation and Industry Changes
14 Case Studies 4: Barro Stickney Inc. , Case Studies 5: Wind Techology, Case Studies 6: Augustine Medıcal, Inc.; The Bair Hugger Patient Warming Systems
Course Notes
Course Resources
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 45
1. Ödev 15
1. Proje / Tasarım 15
1. Performans Görevi (Seminer) 25
Total 100
1. Yıl İçinin Başarıya 50
1. Final 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 8 8
Assignment 1 10 10
Project / Design 1 10 10
Performance Task (Seminar) 1 15 15
Total Workload 139
Total Workload / 25 (Hours) 5.56
dersAKTSKredisi 6