Recent Trends in B2B Buying BehaviorLaajuus (5 cr)
Course unit code: 3241010
General information
- Credits
- 5 cr
- Teaching language
- English
- Responsible person
- Sirpa Hänti
Objective
After the study unit the student is capable to
- describe the modern purchasing processes
- recognize the profiles and roles of buyers and decisions makers
- describe different purchasing analysis tools
- describe the critical touch points in customer journey
- know the principles behind great customer experiences
Content
Content
- Purchasing process
- Buyer profiles and Decision Making Units
- Purchasing analysis
- Customer journey and customer experience management
- Building customer relationships
- Key Account Management