Theory / Lab / Tutoring / Exercises Sessions
3 / - / - / 1
Prerequisites
DEMAR04 - Marketing
Instruction & Examination Language
Greek
Available for Erasmus Students
-
Course Category
Compulsory
Course Objectives - Contents
This course covers decision making in a business, as regards both the supply of products and services and the promotion of products to other businesses. It describes the different stages and multiple criteria involved in the segmentation of industrial markets. It also presents the criteria and composition of the decision-making unit (DMU) and its consequences for the formulation of relevant B2B marketing strategies.
Learning Results
On successful completion of this essential course in the Business Administration curriculum, students will be able to:
- fully understand the difference of industrial markets and industrial marketing;
- identify the dimensions of corporate decision making;
- have knowledge of the supplier selection process in businesses;
- understand the role of the DMU and purchasing criteria;
- be aware of the segmentation process in industrial markets; and
- develop a specialized marketing mix for B2B products.
