Business-to-Business Marketing (3op)

Arviointiasteikko

1-5

Tavoitteet

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.

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, segmentation in B-to-B markets.

Oppimateriaalit

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

further readings provided by the instructor

Opetusmenetelmät

lectures, group work and presentations, independent work

Opiskelijan ajankäyttö ja kuormitus

Lectures and guided practice 24 h, independent and group work 56 h.

Arviointikriteerit, tyydyttävä (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.

Arviointikriteerit, hyvä (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.

Arviointikriteerit, kiitettävä (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.

Esitietovaatimukset

No previous studies are required.