MEC408   Industrial Marketing: Basics and Cases   (10 credits)

Description

This Autumn Semester 12-week module provides Sheffield engineering students with an introduction to how businesses meet their objectives by maintaining a focus on their customers. It pays particular attention to how businesses establish strategic aims (such as what business to be in and how to exploit competitive advantage), and how tactical marketing decisions support these aims (such as what segments to target and how, what products to develop, what prices to charge and how to communicate, influence and manage potential and current customers). The course draws on real life examples of companies that focus on engineering and technology. Core content is tailored to help demystify the business-to-business environment and will be particularly useful for students who see themselves going to work in engineering firms, or for potential entrepreneurs who might supply into business-to-business markets. Assessment comprises an individual piece of coursework where students analyse a company of their choice and learn to present a research report. There is an opportunity for a review of a draft.

Reading List