Introduction – Industrial Marketing

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FACULTY OF MANAGEMENT STUDIES
INSTITUTE OF RURAL MANAGEMENT, JAIPUR

SESSION TEACHING PLAN( SESSION 2012-14)

Subject Name: INDUSTRIAL MARKETING & RESEARCH Semester- IV (PGDM-Marketing)

Total No. of Lectures: 30

S. No.| Topic Title| Lecture No.| Test / Assignment| Remarks | 1| Marketing Research Defined – Need and Functions of MR; Evaluation- Practice of MR; Manager- Research relationship | 1| | | 2| Features of right information; Advantages of MR| 2| | | 3| Research Process and Design – Scientific method, Use of mathematical methods/ judgmental methods; Characteristics of scientific method | 3| | | 4| Steps in Research Process; Constraints in Research Process.| 4| | | 5| Research Proposal and Design – Basic and applied research; Users and doers of marketing research; The network research objective; Types of research- exploratory research, conclusive research; | 5| | | 6| D-E-C-I-D-E Model of MR; Research proposal- Types- Internal and external; Elements and structure of Research proposal; Types of marketing research techniques.| 6| Assignment on research proposal| | 7| Definition and Nature of industrial marketing, Industrial marketing vs. Consumer marketing; | 7| | | 8| Industrial demand- derived, joint/shared, cross-elasticity of demand.| 8| | | 9| Industrial marketing environment: Buyer Seller Interface, Publics, Macro environment and Microenvironment.| 9| | | 10| Industrial products: Materials and parts (raw materials, manufactured materials, component parts), capital items (installations, accessories, plant & buildings), supplies and services.| 10| | | 11| Industrial customers: Nature; Types – Commercial enterprises (industrial dealers & distributors, OEM–original equipment manufacturer, and users), Government customers, institutional customers (private & public sector)| 11| | | 12| Buyer- seller relationship: Evolution of buyer-seller...
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