Business-to-business Marketing (5 op)

Arviointiasteikko

H-5

Tavoitteet

After completing this course the student is able to identify the key concepts that are significant within the field of business?to?business marketing is able to describe the nature, structure, and distinguishing characteristics of the business?to?business market is able to analyse organisational buying behaviour in all sectors of the business market is able to make decisions related to business?to?business marketing activities is able to manage a company's marketing efforts directed to the business market

Sisältö

Core contents: the key theories, methods and tools for B2B marketing customer orientation; from attracting new customers to retaining and developing existing customers; managing customer benefits and customer experiences organisational customer and buying behavior; interorganisational relationships; management of partnerships B2B marketing communication strategy and effective tools