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

Materials

en
1. Business to Business Marketing Management
Author: By Jim Blythe, Alan Zimmerman. Pages: 528 Size: 4.52 MB Format: PDF Publisher: Routledge Ltd. Published: 12 April, 2013 eISBN-13: 9780203067581


2. B2B Customer Experience : A Practical Guide to Delivering Exceptional CX Authors:Hague, Nick Hague, Paul N.Publication Information:Ed.: 1 Edition. New York, NY : Kogan Page. 201

Teaching methods

100% Online

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

Exam schedules

All assignments and tasks are done Online

International connections

students study in Small teams using:

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

Student workload

student workload = 133hrs

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

More information to be given on the first all-group meeting.

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on a scale of: 1 - 5
Active participation in team 10%
Individual assignment 40%
Team assignment 50%

Assessment criteria, fail (0)

The work does not reach the standard level of the course. There is no evidence of further reading or considered thought about the subject matter neither clear demonstration of familiarity with the various B2B marketing concepts.

Assessment criteria, satisfactory (1-2)

There is knowledge of core B2B marketing material and concepts but the knowledge and the processing of knowledge is weak or limited. There is only little evidence of wider reading.

Assessment criteria, good (3-4)

The work is reasonably competent, though there may be some weaknesses. Knowledge of various B2B marketing concepts is adequate and while there is evidence of reading beyond the class, it's patchy or not broad (3).

The work is well developed beyond that given; demonstrates sound conceptual knowledge in B2B marketing and reasoning; depth and breadth of reading (4)

Assessment criteria, excellent (5)

The work reflect very high conceptual standard and demonstrate knowledge in B2B concepts and autonomous development of reasoning processing well beyond that given in class. There is clear evidence of depth and breadth in reading.