Business-to-Business Marketing and Networks
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1413 |
| Curriculum: | LT 2020 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 2 (2021-2022) |
| Semester: | Autumn |
| Credits: | 5 cr |
| Responsible Teacher: | Skjäl, Heidi |
| Language of Instruction: | Finnish |
Courses During the Academic Year 2021-2022
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 3002 | LT2020-2M | 2021-08-23 – 2021-12-19 | Heidi Skjäl | Finnish | 2021-08-01 – 2021-09-06 |
Learning Outcomes
The student will, out of a network perspective, understand the dynamics in industrial markets, especially the need to shift focus from manufacturing goods and distribution to creating long-term value and relationships. The Student understands the role the buying center as the target for the organizations marketing activities.
Student's Workload
Total work load: 135 h. Scheduled studies: 50 h. Individual studies: 85 h.
The assesment 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 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, projects and test.
Assessment Criteria
Test:
5: utilise and apply essential theories, concepts and meth-ods in various situations
3: utilise theories, concepts and methods consistently in written and oral communication
1: utilise essential theories, concepts and methods in var-ious situations
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 pre-sent 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 assessment (0-5). Examination 50%, assignments 40% and class activity 10%.