Understanding the dynamic behavior of business customers is crucial for identifying profitable segments of the business market, to locate the buying influences in these segments, and effective and efficient targeting business customers with an offer that meets their needs. It is necessary to gain basic knowledge and skills in order to understand the behavior of industrial customers, and individual decision-maker, understanding the complexity of such a variety of consumer and industrial dynamics (business) market.

The acquisition of knowledge and skills that enable an understanding of the overall complexity of the industrial customer behavior, and developing the ability to anticipate and meet the needs and requirements of industrial consumers in order to achieve business goals.

Introduction to industrial consumer behavior; specific industrial (business) market, general characteristics of industrial customers; characteristics and types of business customers; peculiarities deals in industrial marketing. Behavioral models of industrial customers; Robinson-Faris model, Wind's model, Wind-Webste's model, Sheth model, Nielsen's model, Kotler's behavioral model of industrial customers.

Teaching is conducted through lectures, individual exercises and audio-visual presentations of examples of good practice. Testing knowledge takes place through two tests. Condition for the final exam are passed tests. The final exam is oral and is related to the theoretical areas that were not covered by the tests.