Business-to-Business Marketing
| Structure Type: | Study unit |
|---|---|
| Code: | TIA0208 |
| Type: | Compulsory |
| Curriculum: | IB 2017 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 2 (2018-2019) |
| Credits: | 4 cr |
| Responsible Teacher: | Lautamäki, Satu |
| Language of Instruction: | English |
Courses During the Academic Year 2018-2019
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Classes | Enrolment |
|---|---|---|---|---|---|---|
| 1 | T-IB-3-1 | 2018-08-31 – 2018-12-21 | Peter Smeds | English | 2018-08-20 – 2018-09-17 | |
| 2 | T-IB-3-2 | 2019-01-07 – 2019-04-28 | Heidi Hellström | English | 2018-11-15 – 2019-01-14 | |
| T-IB-2-1 | P1 – P5 | Peter Smeds | English | 44 h | ||
| T-IB-2-2 | P3 – P5 | Heidi Hellström | 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 marketing mix-elements 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 course: 135 h
- of which scheduled studies: 65 h
- of which autonomous studies: 70 h
The assessment of student's own learning 1 h is included in contact lessons.
Prerequisites / Recommended Optional Courses
Basic studies in marketing
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. Concepts and Context of Business Strategy, Segmenting, targeting and positioning. Planning and positioning the value offering. Competing by Building a Brand. Managing the Marketing Mix - Elements: Pricing in Business to Business Marketing. 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
International companies operating within the region will be used as examples and cases to describe challenges and opportunities of business to business marketing
Internationality
Students are working in an international learning environment and learning from international business cases
Recommended or Required Reading and Other Learning Resources/Tools
Vitale & Giglierano (2002 or the latest edition) Business to Business Marketing, South Western, Thomson Learning. (Chapters 1,3,5,7,8,9,10,11,12,13)
Material provided by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, Assignments
Assessment Criteria
5: retrieve information systematically from scientific publications in the field
- modify the information for various purposes
- assess the correctness and reliability of the information
- understands the development needs in the field and present development measures
- analyse and assess professional issues appearing in practical operations
- justify , giving the theoretical base, for the solutions made when acting in tasks of an expert
3: modify and apply acquired infor-mation
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilise various problem-solving methods independently
- recognise the development needs in the field
1: retrieve and utilise information from various sources
- justify the solutions made when acting in tasks of an expert
- utilise problem-solving methods when given guidance
- find development needs in the field
Assessment Methods
Numerical (0-5). Exam 50% and assignment 40%, active participation 10%.