Business-to-Business Marketing (3cr)
Course unit code: KD00CU91
General information
- Credits
- 3 cr
- Teaching language
- English
Objective
Students can apply the following elements of B-to-B Marketing to practical marketing situations in the 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.
Qualifications
No previous studies are required.
Assessment criteria, satisfactory (1)
The student knows the basic concepts of business-to-business marketing, but there are flaws in the application. Students participate in the class lectures.
Assessment criteria, good (3)
The student knows business-to-business marketing concepts and can apply those concepts in practice. Students can understand theories, concepts, and processes that characterize business-to-business marketing. Students participate in the class lectures actively.
Assessment criteria, excellent (5)
The student knows business-to-business marketing concepts and can apply those concepts in practice versatilely. The student participates in all the lectures actively.
Materials
Moodle material provided by the teacher.