Study Guide

Objective

You are able to:?
consider the nature and scope of business markets?
consider the influences that impact on organisational buying behavior?
recognie the importance of relationships in B2B marketing and create different supplier relationships strategies and portfolios?
evaluate usefulness of marketing mix approaches to business markets?
examine the impact IT and associated systems have on the way organisations buy products and services?

Content

What are the fundamental characteristics of B2B markets?

What are the key differences and similarities associated with both organisational and consumer buying behavior?

How to create value for organisational customers and maintain inter-organisational relationships?

How we can maximise Customer Life-Time Value (CLV) throughout the customer life cycle?

What roles Business Information Systems (BIS) and related technologies have on B2B marketing?

Materials

• Previous studies in supply chain management is expected
• Lecture notes from the instructor
• Following books:
- Monczka, R. M., Handfield, R. B., Giunipero, L. C. & Patterson, J. L., 2009. Purchasing and Supply Chain Management. 4th Edition. Mason, USA: SouthWestern Cengage Learning.
- Weele, A. J. V., 2014. Purchasing and Supply Chain Management. Hampshire: Cengage Learning.
• A set of articles to augment specific sections may be uploaded and made accessible in the
course homepage.

Teaching methods

Scheduled track:
You are able to:
a) consider the nature and scope of business markets
b) consider the influences that impact on organisational buying behavior
c) recognize the importance of relationships in B2B marketing and create different supplier relationships strategies and portfolios
d) evaluate usefulness of marketing mix approaches to business markets
e) examine the impact IT and associated systems have on the way organisations buy products and services

Exam schedules

Resit exam takes place on specific times during the academic year. Registration and acceptance of registration is necessary before taking the resit exam.

Assessment methods and criteria

You can:
a) use professional vocabulary and concepts in an expert way in different situations.
b) evaluate information sources critically
c) work as team members in working life expert duties and identify and describe the problems of the professional field.
d) evaluate operations in customer, user and target group situations.
e) choose appropriate models, methods, software and techniques according to the purpose and justify these choices.
f) apply critically the ethical principles of the professional field in different situations.

Qualifications

Supply chain management