Business-to-Business Marketing and Networks
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1413 |
| Type: | Compulsory |
| Curriculum: | LT 2019 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 2 (2020-2021) |
| Semester: | Autumn |
| Credits: | 5 cr |
| Responsible Teacher: | Skjäl, Heidi |
| Language of Instruction: | Finnish |
Courses During the Academic Year 2020-2021
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 3001 | LT2019-2M | 2020-08-24 – 2020-12-20 | Heidi Skjäl | Finnish | 2020-08-17 – 2020-09-11 |
Learning Outcomes
The student understands the specifics of business-to-business marketing and the need to shift the focus from manufacturing and distribution to creating long-term value and customer relationships. Students gain the ability to understand the network and collaboration perspective of market dynamics. The student understands the role of organizational purchasing as the target of a company's marketing activities.
Student's Workload
Total work load: 135 h. Scheduled studies: 45 h. Individual studies: 90 h.
The assessment of student's own learning 1 h is included in contact lessons.
Prerequisites / Recommended Optional Courses
Basics in marketing, Sales Management. Services Marketing, Relationship marketing.
Contents
Characteristics of business markets and networks. Positive effects of long-term relationships. The roles and actions of the members in the buying center. Organizational purchasing and buying behavior. Segmentation, targeting and positioning. Planning the value proposition. Competing with a Brand. Usage of the marketing mix (product, price, place, promotion) and follow-up. Creating and managing long-term relationships and networks by using personal selling.
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, 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).
Other material provided by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, assignments and projects.
Assessment Criteria
Assignment:
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 utilize information from various sources
- justify the solutions made when acting in tasks of an expert
- utilize problem-solving methods when given guidance
- find development needs in the field
Assessment Methods
Numerical assessment (0-5). Assignments 80% and class activity 20%.