Industrial Marketing Principles


Bill Hermann


This course introduces both analytical and creative aspects of the marketing function in the context of an industrial firm. The purpose is to provide background needed by a business leader to know what to ask of marketing staff and what to expect from them. The content is an integrated treatment of understanding economic value and costs, qualifying customers, assessing competitors, choosing a strategy, integrating a principled selling process and planning outward communications. Also covered are several related topics commonly addressed by marketing executives: developing an actionable vision statement, optimizing the use of sales resources, managing information in a crisis and rationalizing corporate philanthropy.


Three days


We believe this program meets the criteria for continuing professional development in many state and national professional organizations.


This value-added, professional development course will be beneficial to engineering and technical professionals with a minimum of five years’ experience in the workplace with a desire to further their career development, and/or those who have been identified for promotion by their organization’s leaders.


Participants will learn:

  • Logical processes for a soft subject
  • Underlying economics
  • Frameworks and tools for analysis
  • The role of vision
  • Defining the firm’s space
  • The competitive landscape
  • Principled selling
  • Marketing communications

This course can be customized to meet your training needs.