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

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.