Compulsory

1

The objective of this module is to provide students with the background on industrial products’ marketing and branding. More specifically, students will study in depth issues such as the determination of products that may be of interest to consumers, branding and marketing communication policies, relationship marketing, business strategies and business development. Attention will be directed towards the satisfaction of customers’ needs. To that end, buying behavioural processes will be examined, both as regards business-to-consumer (B2C) and business-to-business (B2B) buying behaviour.

Key issues that students will look at include:

• Motivating the buyer
• Concrete User Loyalty
• Delivering a product message clearly
• Confirming credibility