B2B Marketing and Sales (5 cr)

Evaluation scale

H-5

Content scheduling

Objectives and goals:

Start a familiarization study by learning about B2B.
- 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

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

- Lecture materials and one's own notes
- Podcasts, videos and articles etc.

You can also utilize the following literatures and other online material:

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
Teams formation
Group working: in-class group activities
Reading and YouTube
Workshops
ITS-learning pages
Presentations

Exam schedules

The assessment is based on the completion of the given group work & tests (if any).
Your active participation in class and teams will definitely enhance your grade.

Pedagogic approaches and sustainable development

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

Completion alternatives

None

Student workload

Active onsite studying
student workload = 133hrs

Evaluation methods and criteria

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

Failed (0)

No indication that the student understood the basic concepts of B2B marketing. The students did not commit to the class. Assignments have not been completed. The course is failed if the group assignment work contains 50% plagiarized work.

Assessment criteria, satisfactory (1-2)

The student recalls and understands the topics covered in the course (facts and concepts) but does not yet apply them extensively. The student follows instructions but does not generate independent solutions. The submitted assignments match the level generated by AI, and there is no presentation of personal reflection or insights. Text citations are missing, and content generated by AI or copied from elsewhere is presented as one's own writing.

Group report do present results but there is lack of factual foundation, it is superficial and not well argued for. Structure, style and content of returned report is moderate.

Assessment criteria, good (3-4)

The student understands the topics of the course and can justify their choices. The student can apply their learned knowledge and skills to solve given tasks. They possess some ability to analyze the information they have learned and can identify cause-and-effect relationships between their conclusions and the theory.

The student works well both independently and in a group and can utilize field-specific knowledge in their studies. There is a lot of insights in the submitted assignment, and the sources used in the outputs have been transparently cited (= proper referencing techniques have been applied).

Group report include results which are well presented, are based on facts and are well argued for. Work shows critical thinking and source materials are well used. Good structure, style, and content of returned report.

Assessment criteria, excellent (5)

The student can apply and evaluate the topics of the course as well as their learning. The student's submitted assignment demonstrate their ability to generate their own solutions or insights into the task. The student performs well both independently and in a group, and they can utilize and apply field-specific knowledge in their studies.

Report is high quality content wise. Report contains all the given topics, fact based argumentation and adequate critique of the results presented. Results have a direct link to the theoretical content presented in the course literature and materials. Excellent structure, style, and content of returned report.

Further information

More information to be given on the first Lesson.
Don't forget to check Itslearning platform.