Study Guide

Objective

Students are capable of applying the following elements of B-to-B Marketing into practical marketing situations in 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, segmentation in B-to-B markets.

Qualifications

No previous studies are required.

Assessment criteria, satisfactory (1)

The student knows satisfactorily the concepts of B-to-B marketing. The student is satisfactorily able to apply those concepts in B-to-B marketing practical situations and cases.

Assessment criteria, good (3)

The student knows well the concepts of B-to-B marketing. The student is able to apply those concepts in B-to-B marketing practical situations and cases well.

Assessment criteria, excellent (5)

The student knows very well the concepts of B-to-B marketing. The student is able to apply those concepts in B-to-B marketing practical situations and cases very well.

Materials

- Ville-Pekka Mäkeläinen: ?Basics of Business to Business Marketing?

further readings provided by the instructor