Study Guide

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.

Materials

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

- Further readings provided by the instructor

Michael D. Hutt and Thomas W. Speh (2016), Business Marketing Management (12th ed.), Publisher: Cengage Learning. ISBN: 978-1-337-29654-0.

Teaching methods

Lecturing
Class activities
Group or team work
Presentation

Student workload

There will be total of 81 hours.

- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations
% Grade

51 - 59 = 1

69 - 60 = 2

79 - 70 = 3

89 - 80 = 4

100 - 90 = 5

Content scheduling

Organizational buying behavior
Relationship management
Segmenting the business market
Organizational buying process
Managing innovation management
Managing services in B2B market
Creation of competitive advantage

Evaluation scale

1-5

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.

Assessment methods and criteria

% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5

Qualifications

No previous studies are required.