Business-to-Business Marketing (3cr)

Evaluation scale

1-5

Content scheduling

• Introduction to B2B marketing
• B2B Buying Behavior
• Special Characteristics of B2B Buying
• Relationship management in B2B marketing
• B2B Pricing Strategies
• B2B Marketing Strategy
• Hi-tech Marketing
• Segmentation in B2B Marketing
• B2B Marketing Channels
• B2B product and service management
• Digital marketing in B2B
• B2B marketing ethics and sustainability
• Emerging trends in B2B marketing.

Objective

Students are capable of applying the following elements of B-to-B Marketing into practical marketing situations in a 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. An understanding of distinctions between business marketing and consumer marketing; comprehend the theoretical and practical knowledge of understanding business buyers, purchasing practices, and buyer-seller relationships in organizational and cultural contexts.

Materials

• Ville-Pekka Mäkeläinen: “Basics of Business-to-Business Marketing” (in Moodle)
• Michael D. Hutt and Thomas W. Speh (2016), Business Marketing Management (12th ed.), Publisher: Cengage Learning. ISBN: 978-1-337-29654-0.
• All materials from the lecture and case study will be available in MOODLE.

Teaching methods

The teaching methods for the Business-2-Business Marketing, tailored for engaging and practical learning: lectures with real-world examples, interactive discussion, interactive assignment or hands-on activities, real-world case studies to ensure hands-on learning, group project, peer reviews & presentations. These methods aim to balance theory with practical, real-world experience - ideal for students preparing for a role in B2B Marketing.

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

Assessment criteria, satisfactory (1)

The student knows the basic concepts of business-to-business marketing.

Assessment criteria, good (3)

The student knows concepts of business-to-business marketing well and is able to apply those concepts in practice.

Assessment criteria, excellent (5)

The student knows concepts of business-to-business marketing very well and can apply those concepts in practice versatilely.

Qualifications

Marketing and business management