Industrial Marketing and Purchasing 7.5 credits

The course provides in-depth knowledge and skills in Industrial Marketing and Purchasing. The main focus is put on cross-functional cooperation between people, functions and companies for a competitive product realization and a sustainable business. The course includes the following elements: - Connection between Industrial Marketing and Purchasing and the rest of the organization - The importance of network for Industrial Marketing and Purchasing - From product to service: to create customer value through differentiation - Entrepreneurial approach to product realization from an Industrial Marketing and Purchasing perspective as well as based on Design Thinking - Strategic Industrial Marketing and Purchasing - Products, services, business offerings and price setting - Organizational Buying Behavior, sales allocations, and methods for collecting and analyzing market information