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Front Page > Archived Education > Energy and Environmental Technology (EY) > 2014 > Year 3 > Business to Business Marketing (IEYS0402)

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


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