Course

Class: MBA(36-E) A

Course: BA5217 Industrial Marketing

Instructor: Sajid Ali (0320-7886608)

Course Plan

Week Chapters Session Topic Assessments %

THE NATURE OF INDUSTRIAL

1 1 0,0
MARKETING

UNDERSTANDING INDUSTRIAL
2 2 0,0
MARKETING AND ENVIRONMENT

THE NATURE OF INDUSTRIAL BUYING

3 3 0,0
AND BUYING BEHAVIOR

4 4 BUYER-SELLER RELATIONSHIP 0,0

INDUSTRIAL MARKETING INTELLIGENCE

5 5 0,0
& RESEARCH

INDUSTRIAL MARKETING
6 6 SEGMENTATION, TARGETTING AND 0,0
POSITIONING

PRODUCT STRATEGY AND NEW PRODUCT

DEVELOPMENT INDUSTRIAL
7 7 0,0
DISTRIBUTION CHANNELS AND
LOGISTICS

8 8 MID TERM 0,0

 MANAGING THE PERSONAL SELLING
9 9 0,0
FUNCTION

INDUSTRIAL COMMUNICATION:
10 10 ADVERTISING, SALES PROMOTION, 0,0
PUBLICITY AND DIRECT MARKETING

INDUSTRIAL PRICING STRATEGIES AND

11 11 0,0
POLICIES

STRATEGIC PLANNING, IMPLEMENTING

12 12 AND CONTROLLING IN INDUSTRIAL 0,0
MARKETING

13 Project submission 0,0

14 Project presentations 0,0

15 Project presentations 0,0

Course Description

This course attempts to analyze and teach the application of concepts learned in Principles of
Marketing and Marketing Management specially the priniciples of marketing to the field of
Industrial Marketing

Learning Outcomes

LO1. Students must be able to differentiate between marketing to consumers and businesses. LO2.
Develop an ability to practically apply the knowledge in the form of a marketing plan.
 Learning Strategies

Course Objectives

• Differentiate between Consumer and Industrial Marketing • Analyze the application of
marketing theories in Industrial Markets • Analyze all of the above within the Pakistani market

Teaching and Learning Method

 Lectures ----Assignments ---- Case Studies & Term project

Materials

Text books and necessary stationary for taking lecture notes.

Class Conduct

All Cell Phones should be Switched to SILENT MODE. All teaching sessions will be interactive
and participation from students is compulsory. This makes it imperative for students to come
prepared to the class with the topic that is going to be discussed. Assignments have to be submitted
at the start of the specified session. Students are welcome to discuss course related problem and
seek counseling after each session.

Text / Reference Books

1. Book Name: Industrial Marketing. / Author: Robert R Reeder. Edward G.B & Betty H.
Reeder. / Year: / Edition: 2nd / Publisher: N/A
2. Book Name: Industrial Marketing, / Author: John F. Tanner. / Year: / Edition: null
/ Publisher: N/A