Although industrial marketing has played second fiddle to consumer marketing for a long time, its importance has never been in question. For this reason, industrial marketing, which is also known as business-to-business or B2B marketing, has been called a ‘sleeping giant’. Typically, companies generate higher sales volumes from industrial sales than from consumer sales. Therefore, it is imperative for them to develop and follow effective marketing strategies to serve their industrial customers effectively. Technology also plays a far more important role in industrial marketing than consumer marketing, and most companies use the internet to establish and manage relationships with their customers.

The PG Diploma Program in Industrial Marketing is designed to allow students/executives to acquire the necessary skills and attitude to pursue enriching careers in the field of industrial marketing.

Program Structure

The program covers all the important topics related to Industrial Marketing in two groups. The structure of the program is given below:

Group/Part

Subjects

Group A

Part I

Introduction to Management

Part II

Introduction to Marketing

Group B

Part III

Understanding Industrial Marketing

Part IV

Managing Marketing Mix (with reference to Industrial Marketing)

Outline Curriculum

Group A

Part I: Introduction to Management

  • Introduction to Management

  • Planning

  • Organizing

  • Staffing

  • Leading

  • Controlling

  • International Management

Part II : Introduction to Marketing

  • Business of Marketing Management

  • Analyzing Marketing Opportunities

  • Segmentation, Targeting and Positioning

  • Developing Marketing Strategies

  • Product Management

  • Pricing in Marketing

  • Marketing and Distribution

  • Marketing Communication

  • Marketing Organization

  • Contemporary Issues in Marketing

  • Ethics in Marketing

Group B

Part III: Understanding Industrial Marketing

  • Fundamental Concepts in Industrial Marketing

  • Products, Services and Customers

  • Demand Issues

  • Organizational Buying & Buyer Behavior

  • Buyer – Seller Relationships

  • Assessing Market Opportunities

  • Strategic Planning

  • Market Segmentation, Targeting and Positioning

  • Business Networks and Technology

  • Ethics in Industrial Marketing

  • International Industrial Marketing

Part IV: Managing Marketing Mix (with reference to Industrial Marketing)

  • Product Strategy and New Product Development

  • Service Design and Delivery

  • Characteristics of Industrial Services

  • Pricing Decisions

  • Planning the Promotion Mix

  • Channel Structure and Dynamics

  • Logistics Management

  • Advertising, Sales Promotion and Public Relations

  • Personal Selling and Direct Marketing

  • Performance Measurement & Control

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