Business to business marketing
| Structure Type: | Course |
|---|
| Code: | KD06BNMA620 |
|---|
| Type: | Compulsory |
|---|
| Level: | Bachelor |
|---|
| Credits: | 3.0 points |
|---|
| Responsible Teacher: | Mäkeläinen, Ville-Pekka |
|---|
| Teacher Team: | Mäkeläinen, Ville-Pekka |
|---|
| Language of Instruction: | English |
|---|
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 and 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
Work Placement
Work placement is not included in the course.
Back