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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 TimeTeacher(s)LanguageEnrolment
3001LT2019-2M2020-08-24 – 2020-12-20Heidi SkjälFinnish2020-08-17 – 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%.


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