Study Guide

Objective

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.

Content

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.

Qualifications

Marketing and business management

Assessment criteria, satisfactory (1)

The student knows the basic concepts of business-to-business marketing.

Assessment criteria, good (3)

The student knows concepts of business-to-business marketing well and is able to apply those concepts in practice.

Assessment criteria, excellent (5)

The student knows concepts of business-to-business marketing very well and can apply those concepts in practice versatilely.