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

Business to Business Marketing Management: A global Perspective
Author: By Jim Blythe, Alan Zimmerman. Pages: 528 Size: 4.52 MB Format: PDF Publisher: Routledge Ltd. Published: 2017

Teaching methods

Face to Face, and in groups

Exam schedules

No exam

International connections

• Students study independently and in small teams using:
• Experiential learning, inquiry-based, case studies, collaborative, reflective, constructivism, and integrative

Student workload

133 hrs

Content scheduling

• Introduction to business to businessmarketing
• Organisation buying behaviour
• Ethical consideration
• Segmentation strategies
• Services for business markets
• Key account management and sales
• Sales promotion, exhibitions and trade fairs

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)

5: The work reflects 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.