Business-to-Business Marketing
| Rakennetyyppi: | Opintojakso |
|---|---|
| Koodi: | TIA0208 |
| OPS: | IB 2020 / 2021 |
| Taso: | Tradenomi (AMK) |
| Opiskeluvuosi: | 1 / 2 (2021-2022) |
| Lukukausi: | Syksy / Kevät |
| Laajuus: | 4 op |
| Vastuuopettaja: | Skjäl, Heidi |
| Opetuskieli: | Englanti |
Toteutukset lukuvuonna 2021-2022
| Tot. | Ryhmä(t) | Opiskeluaika | Opettaja(t) | Kieli | Ilmoittautuminen |
|---|---|---|---|---|---|
| 3002 | IB2020-2A, IB2020-2B | 10.9.2021 – 19.12.2021 | Tanja-Maria Davidov, Thomas Sabel | Englanti | 1.8.2021 – 6.9.2021 |
| 3003 | IB2021-1A, IB2021-1B | 3.1.2022 – 1.5.2022 | Tanja-Maria Davidov | Englanti | 1.12.2021 – 10.1.2022 |
Osaamistavoitteet
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.
Opiskelijan työmäärä
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.
Edeltävät opinnot / Suositellut valinnaiset opinnot
Basic studies in marketing
Sisältö
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.
Aluevaikuttavuus
International companies operating within the region will be used as examples and cases to describe challenges and opportunities of business to business marketing.
Kansainvälisyys
Students are working in an international learning environment and learning from international business cases.
Opiskelumateriaali
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.
Opetusmuoto / Opetusmenetelmät
Lectures, Assignments
Arviointikriteerit
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
Arviointimenetelmät
Numerical (0-5). B2B sales and marketing communication assignments 80%, active participation 20%.