Study Guide

Objective

Having completed the course, the student is able to
- identify B2B customer needs
- orient oneself with different types of CRM systems
- apply customer oriented thinking in sales processes
- gather und utilize data on customers
- create a basic customer relationship management plan
- plan and implement marketing activities for different customer groups

Materials

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. Stephen P. Castleberry and John F. Tanner: Selling – Building Partnerships (4th Edition, 2014); Mc Graw Hill Education New York
3. David Jobber and Geoff Lancaster:Selling and Sales Management (10th Edition, 2015); Pearson Education ltd, Harlow, UK
4. Other readings and materials given during the course.

Teaching methods

Lectures
Group working
Reading and YouTube
Teams
Workshops
ITS-learning pages
Presentations

Exam schedules

All assignments and tasks are completed and returned in itslearning

International connections

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

Completion alternatives

None

Student workload

student workload = 133hrs

Content scheduling

Objectives and goals:
- Understand segmentation strategies in B2B
- Complexities in organizational buying behavior
- Relationship marketing
- The Personal Selling Process and key competence in sales force
- To know the reason why sales forecasting is so important to organisations

Further information

More information to be given on the first Lesson.

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).
Reasoning; depth and breadth of reading (4)

Assessment criteria, excellent (5)

The work is well developed beyond that given; demonstrates sound conceptual knowledge in B2B marketing and
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.