Business to Business Marketing
| Structure Type: | Study unit |
|---|---|
| Code: | IEYS0402 |
| Type: | Optional obligatory / Professional Studies |
| Curriculum: | EY 2014 |
| Level: | Bachelor of Engineering |
| Year of Study: | 3 (2016-2017) |
| Credits: | 3 cr |
| Responsible Teacher: | Skåtar, Kim |
| Language of Instruction: | English |
Learning Outcomes
The main objective is to deepen the understanding of business-to-business marketing, especially the need to change focus from goods production and distribution to long-term value creation and relationships. The characteristics of organizational buying behavior will function as a target for the company’s marketing activities. The emphasis is on managing the sales force in an industrial organization in order to establish and maintain long-term relationships in the business-to-business market.
Student's Workload
Total work load of the student 81 h, of which
- scheduled studies 42 h
- autonomous studies 39 h
Prerequisites / Recommended Optional Courses
Basics of Marketing or Marketing Mix or Project Marketing or similar course
Industrial Sales Management
Contents
Introduction to Business to business marketing .Benefits gained from long-term relationships in the business to business marketing. The different roles and functions of the members in the buying center . Organizational buying and buyer behavior. Segmenting, targeting and positioning. Planning and positioning the value offering. Business to business selling: developing and managing the customer relationship. Channel relationships. Communicating with the market. Transforming a goods producing organization to a service organization.
Regional Impact
The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.
Internationality
The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.
Recommended or Required Reading and Other Learning Resources/Tools
Vitale & Giglierano (2002) Business to Business Marketing, South Western, Thomson Learning. (Chapters 1,3,7,8,11,12,13)
Material provided by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Various teaching methods: lectures, guest lectures and written assignments
Assessment Criteria
1 The student understands some basics about business to business-marketing.
3 The student understands well the principles of business to business-marketing, especially marketing communication and can apply learned issues in practice.
5 The student understands excellently the principles of business to business-marketing, especially marketing communication and can to a great extent apply the learned issues in practice.
Assessment Methods
Active participation, team work, exams and project work