After the course, the student is able to:|
• outline the latest developments and gaps in the B2B marketing literature in contrast to traditional conceptions;
• identify theoretical concepts in relation to real-life situations;
• develop a sound framework to analyse b2b marketing challenges and opportunities holistically;
• understand how the literature on B2B marketing develops including the broader implications for the practice of B2B marketing;
• select relevant theoretical concepts to analyse B2B marketing situations;
• design an approach to analyse B2B situations with the aim to arrive at practical solutions;
• evaluate solutions against other possible solutions and argue why one solution is more viable than the other based on pre-defined criteria;
• understand the managerial implications and dynamics of implementing B2B solutions/strategies;
• critical reflects on his/her contributions and those of other working in cross functional teams; to receive critique and draw implications to improve knowledge and ability to oversee the full implications of implementation B2B marketing solutions.
To assess whether you reached the learning objectives and so successfully finalized this course, you engage in the following assignments.
Case study assignments from the book;
An individual research project investigating buyer-supplier working relationships by interviewing three representatives of firms about their buyer supplier relationships. For which you should score a ‘6’ (six) or higher (70% of the final grade).
For group assignments you should score a ‘6’ (six) or higher (the average of all assignments counts for 30% of the final grade.)
Business-to-Business Marketing is the course that focuses exclusively on strategic marketing for businesses with a special focus on Servitisation and the service dominant logic in marketing. The course is organized around three parts: Understanding organizations as customers; creating customer value through an integrated marketing strategy; and managing marketing outcomes. One part of the course is case-based analysis provided by a real life company, applying concepts, analyzing the situation and explore viable solutions. Students will make use of state of the art literature in the subject area such as organizational buying behaviour, servitisation, value analysis, relationship development and management.|
Organizational buying behaviour; servitisation, service dominant logic, Inter-organizational relationships; Marketing Channels & Supply Chains; Business marketing planning; Business marketing mix; Customer value; Business networks