Entry requirements

30 credits within the Bachelor Programme in Quality Engineering and Management, including a basic course in industrial management.

Learning outcomes

After completing the course the student should be able to

• present the key concepts, perspectives and models for purchasing and marketing within industrial companies,
• describe and address purchasing decisions such as choice of supplier and delivery process,
• formulate business and marketing plans, capable to cover the entire chain from strategic marketing via short-term analyses (including competitor analysis), to implementation and corrective actions,
• present the connection between innovation and technical development,
• conduct negotiations from the perspective of buyers and sellers, both in practical terms and with the help of dominant negotiation models,
• critically analyse and present the interplay between innovation and technical development, on the one hand, and marketing and purchasing, on the other hand.

Content

The connection between innovation and technical development. Purchasing and sales of products and services in value chains including industrial companies, from customer need to production and delivery. The focus is on B2B (business to business) interactions, even if the marketing sections cover consumer relations as well. Both strategic and tactical marketing are treated.

Instruction

Lectures, case studies, exercises and roleplay.

Assessment

Written exam (5 cr). Written assignments, written and oral presentation of case studies and active participation in seminars (5 cr).