Business-to-Business Marketing (3 op)

Arviointiasteikko

1-5

Sisällön jaksotus

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

Tavoitteet

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.

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.

Oppimateriaalit

- 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.

Opetusmenetelmät

Lecturing
Class activities
Group or team work
Presentation

Opiskelijan ajankäyttö ja kuormitus

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

Arviointikriteerit, tyydyttävä (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.

Arviointikriteerit, hyvä (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.

Arviointikriteerit, kiitettävä (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.

Esitietovaatimukset

No previous studies are required.