Product-, Price- and Servicemanagement in Industrial Markets

Contents

• Basics of industrial goods marketing
• Basics of service design
• Product and service dimensions
• Service and supply programme policy alternatives
• Innovation management
• Benefit and profit-optimised product and price design
• Price and conditions policy
• Business type-specific differences

Learning objectives

On completion of this module, students will be able to

• Evaluate industrial service design options for B2B markets and integrate these into a demand-oriented supply programme
• Design and price innovative services
• Integrate services into the product range
• recognise significant differences in the business types of the industrial goods sector and respond to them in terms of strategic marketing management

In addition, on completion of the module, students demonstrate the ability to present and justify the methodological approach developed for the case study and the results obtained (i.e. the models) orally.

The lecture "Product-, Price- and Servicemanagement in Industrial Markets" by Prof Helm is offered every 3 semesters on a rolling basis. The last time the course was offered was in summer semester 2024. The course is offered in German/English.

The next time the course is planned for winter semester 2025/26.

Course number 22313 in the course catalog.

Expected start date: October 2025 at 12 noon s.t.

• Thursday
• 12-14 h s.t.
• Lecture theatre: H23
• weekly

On the first session date, you will receive an overview of the structure of the course and the associated exercises as well as organisational details in an introduction.

On Grips you will find accompanying information on the lecture and exercises. You will receive access (enrolment key) to Grips during the Introductory Events for New Students.

The course consists of a combination of lectures and tutorials. Within the exercise groups, 35% of the grade is achieved through coursework. Course number 22314 in the course catalog.

The start date, structure and procedure of the exercises will be announced in the Introductory Events for New Students (1st lecture of the semester).

Exercise dates:

Tuesday

12.00 - 14.00, lecture theatre: to be announced

14.00 - 16.00, lecture theatre: to be announced

1. Basics of industrial goods marketing

2. Basics of service design

3. Product and service dimensions
3.1 Classification according to benefit categories
3.2 Categorisation according to perceptibility categories
3.3 Product range and competition
3.4 Brand policy

4. Performance and supply programme policy alternatives
4.1 Performance policy - market development, product modification and innovation
4.2 Services
4.3 Bundling of services
4.4 Analysis of the existing range of programmes
4.5 Options in the programme offering

5. Innovation management
5.1 Phases of innovation development, prospects of success, time required and costs
5.2 Innovation induction and innovation utilisation
5.3 Internal and external innovation processes
5.4 Success factors of innovation management
5.5 Idea generation
5.6 Testing ideas and concepts
5.7 Quality Function Deployment

6. Benefit and profit-optimised product and price design

7. Price and conditions policy
7.1 Definition and special features
7.2 Methods of price determination - cost and competition-orientated price determination
7.3 Methods of price determination - customer-orientated price determination
7.4 Price increase
7.5 Price differentiation and price bundling
7.6 Pricing strategies for new products
7.7 Price effects on demand behaviour

8. Business type-specific differences
8.1 Product business
8.2 Systems business
8.3 Systems business
8.4 Supplier business
8.5 Change of business type

Basis:

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