Department of Business Administration

Industrial Marketing(G447)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
G447 Industrial Marketing 7 3 0 0 3 5
Prerequisites
Admission Requirements
Language of Instruction French
Course Type Elective
Course Level Bachelor Degree
Course Instructor(s) JEAN MICHEL BALASQUE jmbalasque@gsu.edu.tr (Email)
Assistant
Objective The goal of the course is to be operational. It should allow the student to understand the main theories in marketing and their concrete applications within companies aiming consumers or other companies
Content 1st lesson: What is marketing? Objectives and controversies.

2nd course: Analysis of consumer behavior

3rd course: Analysis of industrial purchasing

4th course: Elements of market analysis

5th lesson: Synthesis and examples

6th lesson: Case study

7th course: Elements of definition of a marketing strategy

8th lesson: SWOT analysis and its extensions

9.th course: Targeting and positioning

10th course: MIX Marketing

11.th course: MIX Marketing

12th course: MIX Marketing

13. Course: The limits of analysis - The specificities of the industrial field.

14.th lesson: Case and synthesis
Course Learning Outcomes At the end of this course, the student must be able to:
1. Know the foundations and methods of analyzing consumer behavior
2. Understand the main specificities of industrial marketing and their implications.
3. Develop and implement the main stages of a classic marketing analysis
4. Interpret and criticize a simple marketing approach.
Teaching and Learning Methods 1. Explanation and analysis of basic marketing strategies that can be used
2. Application around the critical examination of concrete cases and the definition of complementary and / or different strategies.
References Numerous works and books including:
Mercator: Theories and New Marketing Practices
by Jacques Lendrevie, Julien Lévy, Denis Lindon, Collectif

Marketing Management
by Philip Kotler, Kevin Lane Keller, Delphine Manceau, Bernard Dubois

Educational material and analyzed cases will be made available to students on Microsoft Teams.
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Theory Topics
Week Weekly Contents
Practice Topics
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Contribution to Overall Grade
  Number Contribution
Toplam 0 0
In-Term Studies
  Number Contribution
Toplam 0 0
No Program Learning Outcomes Contribution
1 2 3 4 5
Activities Number Period Total Workload
Total Workload 0
Total Workload / 25 0,00
Credits ECTS 0
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