Recent Trends in B2B Buying Behavior (5 cr)
Code: MS00BP62-3004
General information
- Enrollment
-
02.11.2022 - 08.02.2023
Registration for the implementation has ended.
- Timing
-
01.01.2023 - 31.07.2023
Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- Mode of delivery
- Contact learning
- Teaching languages
- English
- Seats
- 0 - 35
- Degree programmes
- Master of Business Administration, Sales Management
- Teachers
- Sirpa Hänti
- Course
- MS00BP62
Evaluation scale
H-5
Content scheduling
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
The study unit focuses on
• Purchasing process
• Buyer profiles and Decision Making Units
• Purchasing analysis
• Customer journey and customer experience management
• Building customer relationships
• Key Account Management
Objective
After completing the course, the student is able 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
-Purchasing process
-Buyer profiles and Decision Making Units
-Purchasing analysis
-Customer journey and customer experience management
-Building customer relationships
-Key Account Management
Materials
Pre-assignment (group exam) on 9.2.2023 at 9. Book: Cheverton, P. – Velde van der, J. P. (2011). Understanding the Professional Buyer. What every sales professional should know about how the modern buyer thinks and behaves. Kogan Page, Replika Press Pvt Ltd, India. The book is available in e-format at TUAS library.
Other materials, see Itslearning (ca one week before the first contact day; some materials may be added during the course).
Teaching methods
The course consists of readings, contact hours and assignments.
Learning is based on analysis of problem-oriented examples and issues, preparing practical tasks and collective students’ work while preparing a group work, presentation, and an individual assignment.
Exam schedules
Group exam on 9.2.2023 at 9.
If the students are not able to participate to the exam, there will be a compensatory assignment: write a 12-15 pages essay (+ front page) based on the book and reflect the contents and ideas of the book to your own experiences.
Send the essay by 20 February to sirpa.hanti@turkuamk.fi.
International connections
Innovation pedagogy is applied to reach learning at individual, group and network level. The assignments are planned to develop the students actual work tasks around customer linked issues.
Student workload
Contact days on 10.2.2023 and 11.5.2023 (2 x 8 h), group work and independent work ca 120 hours.