Recent Trends in B2B Buying Behavior (5cr)

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
Contact days: 10.2. and 6.4.

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

See Optima.

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.

Pedagogic approaches and sustainable development

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.

Completion alternatives

-

Student workload

Contact days on 10.2. and 6.4. (2 x 8 h), groupwork and independent work ca 120 hours.

Failed (0)

The student has not executed all the tasks at an acceptable level and the instructions of the assignments are poorly followed.

Assessment criteria, satisfactory (1-2)

The student is capable to analyze customer behavior and present some development ideas to customer experience management. Theories or models are presented at a moderate level or not at all and no specific arguments to the choices are visible. At least some of the references are used but there are mistakes in the reference technique presented in Messi/Thesis. The student shows only a narrow understanding of the themes. Communication is unclear and there are several mistakes. The instructions of the assignments are not fulfilled and there are delays in executing the assignments.

Assessment criteria, good (3-4)

The student is capable to critically analyze customer behavior and present development ideas to customer experience management with some arguments. The argumentation of the chosen theories or models is presented. The references are used according to the reference technique presented in Messi/Thesis. The student shows a fair understanding of the themes and some correlations between them. Communication is nearly professional and convincing. The instructions of the assignments are well followed and the assignments are executed in time.

Assessment criteria, excellent (5)

The student is capable to critically analyze customer behavior and present innovative development ideas to customer experience management with arguments. The argumentation of the chosen theories or models is clearly presented. The references are used in an encompassing manner and according to the reference technique presented in Messi/Thesis. The student shows a deep understanding of the themes and the correlations between them. Communication is professional and convincing. The instructions of the assignments are thoroughly followed and all the assignments are executed in time.