BtB markkinointi ja palvelumuotoilu
Suoritus ennakkoon? Katso toteutukset lukuvuonna 2023-2024.
The main objective is to provide intermediate – advanced knowledge in how industrial business identify, source and
process their buying decisions. Furthermore, the course will help students understand how the industrial business uses solution focused approach in segmenting any given market as well as create effective marketing channels. This will then help students to identify the different opportunities and role in the industrial sector as well as find appropriate career in managing industrial marketing.
Edeltävät opinnot / Suositellut valinnaiset opinnot
Basic knowledge in marketing and marketing mix elements
The differences between organizational buying behaviour, process and volume as compared to an individual consumer buying decision. What is marketing segmentation in the industrial level? How can the industries manage their services in an effective way? What is involved in creating business to business channels? And how can businesses take advantage of e-commerce in a strategic way to market to other business? Creating a supply chain activity and managing it is an enormous task, B2B management requires an effective strategy to develop or outsource a supply chain model that helps it promote and build competitive strategies.
Students would be introduced to B2B in regional and global projects.
Business Marketing Management: B2B, 9TH Edition or above, by Hutt and Speh, or
Business to Business Marketing: Analysis & Practice in a Dynamic Environment, by Vitale and Giglierano
Opetusmuoto / Opetusmenetelmät
Teaching methods includes but not limited to lectures, group desk research, group assignment and presentation.
1: The student is able, with guidance, to utilize the methods learnt during the study unit.
3: The student is able to utilize the methods learnt during the study unit independently.
5: The student is able to utilize the methods learnt during the study unit independently and is able apply the learnt knowledge in new contexts
Exams and Project Work