These differences make it somewhat inappropriate to attempt to apply directly to industrial markets the approaches developed in consumer markets. This course attempts to explore the somewhat unique nature of industrial marketing activities. To build a conceptual base for understanding the context of industrial marketing. To achieve the objectives of the course, case studies, readings, lectures, and possibly guest speakers will be utilized. Because we will be working as a group, it is essential that everyone attend regularly, prepare thoroughly, and participate effectively and enthusiastically.
Preparation involves careful and comprehensive analysis of the cases.
Many of the cases in this course are complex, subtle, and demanding. Some may require more than one class period of discussion and analysis. You may wish to look at some of these cases to help you decide whether you wish to take the course. Participation involves both quality and quantity of comments. While the primary emphasis should be on quality, one cannot make quality contributions without some quantity.