Business-to-Business MarketingLaajuus (3 op)
Tunnus: IB00DK96
Osaamistavoitteet
Students are capable of applying the following elements of B-to-B Marketing into practical marketing situations in a B-to-B environment: relationship marketing and its role in B-to-B marketing, formation of competitive advantage in B-to-B markets, organizational purchasing behavior, diffusion process of innovations and segmentation in B-to-B markets.
Sisältö
Relationship marketing and its role in B-to-B marketing, formation of competitive advantage in B-to-B markets, organizational purchasing behavior, diffusion process of innovations, and segmentation in B-to-B markets. An understanding of distinctions between business marketing and consumer marketing; comprehend the theoretical and practical knowledge of understanding business buyers, purchasing practices, and buyer-seller relationships in organizational and cultural contexts.
Esitietovaatimukset
Marketing and business management
Arviointikriteerit, tyydyttävä (1)
The student knows the basic concepts of business-to-business marketing.
Arviointikriteerit, hyvä (3)
The student knows concepts of business-to-business marketing well and is able to apply those concepts in practice.
Arviointikriteerit, kiitettävä (5)
The student knows concepts of business-to-business marketing very well and can apply those concepts in practice versatilely.