Business-to-Business Marketing
| Structure Type: | Course |
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| Code: | KD06BNMA621 |
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| Type: | Compulsory |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Mäkeläinen, Ville-Pekka |
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| Teacher Team: | Mäkeläinen, Ville-Pekka |
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| Language of Instruction: | English |
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Course Implementations, Planned Year of Study and Semester
| Curriculum | Semester | Credits | Start of Semester | End of Semester |
| INBUS2-2015 |
2 spring |
3.0 |
2017-01-01 |
2017-07-31 |
| INBUS2-2016 |
2 spring |
3.0 |
2018-01-01 |
2018-07-31 |
Learning Outcomes
Students are capable of applying the following elements of B-to-B Marketing into practical marketing situations in B-to-B environment: relationship marketing and its role in B-to-B marketing, formation of competitive advantage in B-to-B markets, organizational purchasing behavior, diffusion process of innovations and segmentation in B-to-B markets.
Student's Workload
Lectures and guided practice 24 h, independent and group work 56 h.
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
Relationship marketing and its role in B-to-B marketing, formation of competitive advantage in B-to-B markets, organizational purchasing behavior, diffusion process of innovations, segmentation in B-to-B markets.
Recommended or Required Reading
- Ville-Pekka Mäkeläinen: ’Basics of Business to Business Marketing’
further readings provided by the instructor
Mode of Delivery / Planned Learning Activities and Teaching Methods
lectures, group work and presentations, independent work
Assessment Criteria
1 = knows basic concepts of business to business marketing
3 = knows concepts of business to business marketing well and is able to apply those concepts well in practice
5 = knows concepts of business to business marketing very well and is able to apply those concepts very well in practice
Assessment Methods
To be announced later
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