ME2066 Strategy and Industrial Marketing
KTH Royal Institute of Technology
ME2501 Perspectives on Industrial Management completed.
The course focuses on strategy and industrial marketing in technology-intensive companies and organisations.
Particular emphasis is put on the relationship between strategy and marketing based on both a theoretical research perspective and a practical problem solving perspective with the company's frame of reference and problem view. Based on development tendencies and the knowledge horizon in strategy and industrial marketing, the teaching covers for example the strategy process with values, business model, vision and mission.
Great emphasis is furthermore put on understanding of segmentation and positioning processes, sales processes and consumer behaviour in industrial operations.
Considerable emphasis is also placed on different theories and the contrasts between transactional and relationship marketing. An important part of the course and the learning is through a project with a focus on the relationship between strategy and industrial marketing around strategic and tactical access.
After the course, the students should be able to:
- Analyse strategy and industrial marketing as field of knowledge and understand their main emphasis.
- Apply consumer data and consumer insights as tools to develop strategy and tactics in industrial marketing and technology intensive organisations.
- Compare and contrast segmentation, positioning and target grouping in industrial marketing.
- Explain basic differences in modelling of customer behaviour in producer marketing and consumer marketing.
- Analyse branding structures in technology intensive companies and their underlying brand architectures.
- Explain similarities and differences between relationship and transactional marketing.
- Prepare a written subject report with aim, problem formulation, analysis and references.
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