Industrial Marketing

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Course Overview

The Course is Designed for Executives, Managers, General Managers and Business Entrepreneurs / Owners who are engaged in manufacturing or supplying Industrial Products to their relevant process industries.

The course is also beneficial for the learners who have just completed their graduations and would like to join industrial marketing field and the professionals who are already working in Industrial Marketing departments but would like to extend their skills in order to implement advanced industrial marketing strategies.

The content of course is presented in details in order to provide knowledge about multiple factors involved in the Industrial Marketing and the learner can refer to the content in details as and when required in their practical career.

Industrial Marketing, also known as business-to-business (B2B) marketing. The industrial products and services are classified into three broad groups:

  • Materials and Parts
  • Capital Items
  • Supplies and Services

This course provides learners the in-depth knowledge about Industrial Marketing System Concept and Characteristics, Industrial Markets, Industrial Buying Behavior, Strategic Industrial Marketing, Marketing Research, Industrial Products and Services, Pricing of Industrial Products, Channel Design and Management, Channels of Distribution, Sales Promotion, Publicity, Public Relations, Direct Marketing, Personal Selling, Advertisement and The Concept of Strategy.

Course Outline:

Chapter 1) Industrial Marketing System: Concept and Characteristics

  • The Concept of Industrial Marketing
  • Definition of Industrial Marketing
  • Market Characteristics
  • Product Characteristics
  • Channel Characteristics
  • Promotional Characteristics
  • Price Characteristics
  • Demand in Industrial Market

Chapter 2) Industrial Market

Topic Covered:

  • Types of Industrial Customers
  • Industrial Products and Services
  • Purchasing Practices of Industrial Customers
  • Purchasing in Commercial Enterprises
  • Purchasing in Government Units
  • Institutional Purchasing
  • Purchasing in the Reseller’s Market
  • Purchasing in Cooperative Societies

Chapter 3) Industrial Buying Behavior

Topic Covered:

  • Purchasing Objectives of Industrial Buyer
  • Supplier Relationship
  • Purchasing Activities of Industrial Buyers
  • Buying Situation Types
  • Decision Making Unit
  • Key Members in Buying Organization
  • Models of Organizational Buying Behavior
  • Modern Purchasing Activities

Chapter 4) Strategic Industrial Marketing

Topics Covered:

  • Origins of Business Marketing
  • Business Marketing vs. Consumer Marketing
  • Who is the Business Marketing Customer?
  • Marketing Planning – the link with Strategic Planning
  • What’s driving growth in B-to-B
  • Industrial Marketing Strategy
  • Strategic Planning In the Industrial Market
  • Functional Isolation
  • Alleviating Conflict
  • What is a Market?
  • Developing a Target Market Strategy
  • Marketing Information
  • 3 key elements link the organization to its customers
  • Evaluating the Markets and Sales Forecasting a part of marketing information

Chapter 5) Marketing Research

Topics Covered:

  • Definition of Marketing Research
  • Marketing Research Process
  • Defining and locating the problem
  • Collecting Relevant Information
    • Concepts
    • Methods
    • Sources
  • Research Design
  • Survey Methods
  • Questionnaire Construction

Scales of Measurement

Chapter 6) Industrial Products and Services

Topics Covered:

  • Types of Industrial Goods and Services
  • Definition of an Industrial Product
  • Types of Industrial Product Lines
  • Industrial Product Life Cycle & Strategies
  • Marketing Strategies for Industrial Products at different stages of PLC (Product Life Cycle)
  • Factors responsible for the success and failure of new industrial products
  • Technology Adoption Life Cycle (TALC)
  • The Success factors for the new Industrial Products
  • Product Strategies for Existing Products
  • Product Evaluation Matrix
  • Perceptual Mapping Technique
  • Choice of Product Strategies

Chapter 7) Pricing of Industrial Products

Topics Covered:

  • Characteristics of Industrial Prices
  • Factors Influencing Pricing Decision
  • Pricing Strategy

> Introductory Stage Pricing Strategy

> Penetration Strategy

> Skimming Strategy

> Growth Stage Pricing Strategy

> Maturity Stage Pricing Strategy

> Decline Stage Pricing Strategy

  • Leasing
  • Key Terms Associated with Pricing of Industrial Products

> List price

> Trade Discounts

> Cash discount

> Quantity Discounts

  • Geographical Pricing

Chapter 8) Channel Design and Management

Topics Covered:

  • Channel Design Process
    1. Analyzing the needs of the customer
    2. Establishing Channel Objectives
    3. Considering Channel Constraints
    4. Listing channel tasks
    5. Identifying Channel Alternatives
    6. Evaluating Alternate Channels
  • Channel Management Decisions
    1. Selecting the Intermediaries
    2. Motivating the Channel Members
    3. Managing Channel Conflicts
    4. Evaluating Channel Performance
  • Total Cost Approach (Trade-off approach)
  • Physical Distribution Impact on Middlemen

Chapter 9) Channels of Distribution

Topics Covered:

  • The Nature of Industrial Distribution Channel

> Geographical Distribution

> Size

> Intermediary Characters

> Mixed Channels

  • The Structure of Industrial Channel
  1. Direct Channel Structures
  2. Indirect Channel Structures
  3. Types of Industrial Middlemen
  4. The Functions and Responsibilities of Distributors
  5. Reasons for Industrial Customers preferring Distributors
  6. Manufacturer and Distributor – Partners in Progress

Chapter 10) Sales Promotion, Publicity and Public Relations, Direct Marketing

Topics Covered:

  • Meaning and Definition
  • Need for Sales Promotion
  • Methods of Sales Promotion
    1. Trade Shows (or Exhibitions)
    2. Catalogues
    3. Samples
    4. Promotional Letters
    5. Sales Contests
    6. Seminars
    7. Promotional Novelties
    8. Entertainment
    9. Publicity
    10. Public Relations
    11. Direct Marketing

Chapter 11) Personal Selling

Topics Covered:

  • Advantages and Disadvantages of Personal Selling
  • Selling Process and The Role of Salesperson
    1. Prospecting
    2. Pre approach
    3. Presentation
    4. Closing of Sales
    5. Post-sale Services
  • Qualities of Successful Salesperson
  • Sales Force Management
    1. Selecting of Sales Personnel
    2. Training
    3. Supervision
    4. Motivation
    5. Compensation
    6. Expense Control
  • Industrial Selling Environment
  • Deciding on the size of the sales force
  • Designing the sales territory
  • Organizing and allocating of Sales Force

Chapter 12) Advertisement

Topics Covered:

  • Industrial Communication Program

> Establishing the objectives of communication

> Determining the promotional budget

> Developing message strategy

> Media selection

> Evaluating the Promotion

  • Role of Advertising In Industrial Marketing
  • Objectives of Advertising
  • Create Awareness

> Reaching Inaccessible Places

> Improve Sales

> Reduce Cost

  • Effectiveness of Advertising
  • Limitations of Industrial Advertising

Chapter 13) The Concept of Strategy

Topics Covered:

  • Definition of Strategy
  • Marketing Strategy
    1. Product Definition
    2. Service Definition
    3. Promotion
    4. Pricing
    5. Channels
  • Formulating Strategy
  • Preliminary Analysis
  • Choice of Strategy Components
  • Formulating Channel Strategy
  • Conditions Influencing Channel Structure
  • Relationships in the Indirect Channel
  • Intensive Distribution
  • Selective Distribution
  • Setting the Price
  • Selecting the Pricing Objective
  • Factors Affecting Price Sensitivity
  • Selecting a Pricing Method
    1. Markup Pricing
    2. Target-Return Pricing
    3. Perceived-Value Pricing
    4. Value Pricing
    5. Going-Rate Pricing
    6. Sealed-Bid Pricing
  • Selecting the Final Price
  • Company Pricing Policies
  • Initiating and Responding. To Price Changes
  • Promotional Strategy
  • The Use of Advertising In The Industrial Market
  • Reaching Buying Influences
  • Creating Awareness
  • Enhancing the Sales Call
  • Increasing Overall Sales Efficiency
  • Supporting Channel Members
  • Industrial Advertising Media
  • General Business and Trade Publications
  • Directory Advertising
  • Consumer Media
  • Direct Marketing
  • Developing the Industrial Promotional Program
  • Advertising Objectives
  • Appropriating Advertising Funds
  • Objective Task
  • Developing Message Strategy
  • Identifying Audience Needs
  • Keep the Message to Important Specifies
  • Developing the Media Plan



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The all above benefits are only available if the Honorary Membership application will be approved by the Virtuous Learning Certification.

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Privacy Policy:

The contact details provided by the learners Name, Email Address, National Identity Card Number, Country of Residence, Company Name and Designation are taken strictly for the Virtuous Learning Certification own use only and kept strictly confidential not disclosed to any third party.

The purpose to take the National Identity Card Number, Country of Residence at the time of Enrollment is the unique type of Virtuous Certificate which shows these both information together with Honorary Member’s name, it makes certificate identical and traceable with the Honorary Members when its represented by them to anyone.

The documents uploaded by the Honorary Members at time of Application i.e Picture, Proof of Identity and Proof of Experience is obtained to ensure the Honorary Member’s existence, authenticity of the application and to ensure the Honorary Membership applicant have the minimum required experience to qualify for the Honorary Membership.