Business-to-Business Marketing
| Structure Type: | Study unit |
|---|---|
| Code: | TIA0208 |
| Curriculum: | IB 2022 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 1 (2022-2023) |
| Semester: | Spring |
| Credits: | 4 cr |
| Responsible Teacher: | Skjäl, Heidi |
| Language of Instruction: | English |
Courses During the Academic Year 2022-2023
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 3004 | IB2022-1A, IB2022-1B | 2023-01-02 – 2023-04-30 | Heidi Skjäl | English | 2022-12-01 – 2023-01-10 |
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 trough sales. The characteristics of organizational buying behavior will function as a target for the company’s marketing and sales 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: 108 h
- of which scheduled studies: 36 h
- of which autonomous studies: 72 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. Managing the Marketing Mix Elements: Pricing in Business to Business Marketing. Business to business selling: developing and managing customer relationships. Channel relationships. Promotion tactics and communicating with the market.
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, R. & Pfoertsch, W. & Giglierano, J (2011): 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 information
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilize various problem-solving methods independently
- recognize 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). B2B sales and marketing communication assignments 80%, active participation 20%.