LOG904-169 Business to Business Relationship Marketing (Autumn 2024)

About the course

The course will introduce students to the Business marketing management which is a process of understanding, creating, and delivering value to targeted business-to- business markets and customers. Business-to-business (B2B) Marketing. Business to business (B2B) marketing is a key part of the marketing spectra in the workplace. It has also been referred to as Industrial Marketing or Organizatonal Marketing. More than half of business graduates will spend much of their professional careers working in in this domain. While the basic principles of the marketing discipline still apply to B2B marketing, there are significant differences compared with traditional consumer marketing (B2C). This course presents the particular marketing characteristics and requirements of marketing in business to business (B2B) markets. It providese students with an appreciation of the decisions in developing a marketing strategy for Business markets (organizational markets).

The course is connected to the following study programs

• Master of Science in Logistics
• Experience-based Master in Logistics
• Master of Science in Sustainable Energy Logistics
• Exchange programme - Master's level
• Master of Science in Sustainable Transport and Urban Mobility

The student's learning outcomes after completing the course

Knowledge: Gain a solid understanding of the fundamentals of Business to Business marketing strategy formulation and business relationships. Demonstrate and explain how marketing to businesses differs from marketing to consumers and how this impacts design and execution of marketing strategies for companies in this sector.


Skills: Develop presentation skills and oral delivery; analytical skills; team building skills; Use the marketing tools to help evaluate and design a sustainable Value proposition and effective B2B marketing strategy

General competence: Appreciate how marketers can deliver sustainable competitive advantage in this environment through assessing market opportunities, examining the business environment, and managing the functional aspects of marketing in an organisational setting.

Forms of teaching and learning

Face to face in class Lectures, case studies and discussion

Examination

Form of assessment: Written exam

• Proportion: 50 %

• Duration: 2 hours

• Grouping: Individual

• Grading scale: Letter (A - F)

• Support material: n/a

 

Form of assessment: Presentation

• Proportion: 50%

• Duration: 30-40minutes

• Grouping: group

• Grading scale: Letter (A - F)

• Support material: n/a