Study Guide

Objective

Student is able to
- Understand the nature and social dynamics within B2B environment
- Segment B2B markets and design marketing communication tools
- Understand nature of organization buying behavior
- Evaluate key elements in the sales process.

Content

- Segmentation strategies in B2B
- Organizational buying behavior
- Relationship marketing
- Sales forecasting
- The Personal Selling Process and key competence in sales force

Teaching methods

e-learning tools, discussions, team work, and presentations

International connections

Experiential learning, inquiry-based, case studies, collaborative, reflective, constructivism, and integrative

Content scheduling

Segmentation strategies in B2B
- Organizational buying behavior
- Relationship marketing
- Sales forecasting
- The Personal Selling Process and key competence in sales force

Further information

For more information contact:
Dr. Otieno Mbare
Email: Otieno.Mbare@turkuamk.fi
Tel. +358 40 355 0175
Room (??)

Evaluation scale

H-5

Assessment methods and criteria

The grading system is between 1 - 5 where:
1 = Mediocre, 2 = Satisfactory, 3 = Good, 4 = Very good, 5 = Excellent

Consider active participation as necessary for your grades, 10%
Assignments constitutes 40% of your grade
Exam, 50%

Assessment criteria, fail (0)

- Quantity: the work is not completed and or;
- Quality: the minimum content requirements are not met

Assessment criteria, satisfactory (1-2)

Acceptable, but below average / Satisfactory:
- Research, thinking and communication are hardly acceptable
- Appear to grasp theory and have made a start in showing its applicability

Assessment criteria, good (3-4)

Satisfactory/Very Good
- Research, thinking, and communication are satisfactory (3);
- General understanding of theory and application in real-life context (4)
- Research, thinking, and communication are very good (4)
- Understanding of theory and applicability but work could be stronger (3)

Assessment criteria, excellent (5)

Outstanding:
- Mastery of theory and penetrating insights in real-life context;
- Outstanding research, thinking, and communication