課程大綱: |
Introduction To Business And Industrial Marketing (2 Hours): Business Marketing Fundaments, Differences Between Business And Consumer Marketing, Value Chain, The Entire System. The Character Of Industrial Marketing (2 Hours): The Market And Organizational Markets, The Nature Of Buying, Buying Decision Process, Organizational Buyer Behavior, Supply Chain Management, Relationship Management. Market Opportunities (3 Hours): Market Segmentation, Market Research, Competitive Analysis, Market Forecast, Target Segments, Market Positioning, Product Life Cycle, Marketing Strategies (4 Hours): Elements Of Marketing Strategies, Formulating Strategies, Branding, New Product Development/Introduction Process, Entrepreneurial Marketing. Channel Relationships (3 Hours): The Rationale Of Marketing Channels, Place Strategies, Managing Values In Marketing Channels, Business Logistics Management, Channel Design, Channels, Internet And Erp. Sales And Sales Management (4 Hours): The Nature Of Professional Selling, The Role Of Sales In A Modern Organization, Negotiating For Values, Pricing Strategy, Building, Running And Strengthening Relationships. Integrating Marketing Communications (2 Hour): A Communications Model, Promotion Mix, Public Relation, Trade Shows, Conferences And Corporate Positioning, Internet & Web Communications. Managing Customers Programs (2 Hours): Control Systems, Tools Of Control, Using Control Systems, Balance Scorecard, Developing And Retention Of Customers, Customer Relationship Management Business Ethics And Crisis Management (2 Hour): Ethical Issues And Marketing Concept, A Clash Of Ethical Standards, Individual Ethical Behavior, Ethical Behavior And Value Networks, Crisis Management Case Studies And Tutorial (6 Hours) |
