Master
2021/2022
International B2B (Business to Business) Marketing
Type:
Elective course (SMART-Marketing: Data, Analysis, Insight)
Area of studies:
Management
Delivered by:
School of Management
Where:
Faculty of Economics
When:
2 year, 3 module
Mode of studies:
distance learning
Online hours:
8
Open to:
students of one campus
Instructors:
Aleksandra Sazhina
Master’s programme:
Smart-Marketing: Data, Analysis, Insight
Language:
English
ECTS credits:
3
Contact hours:
2
Course Syllabus
Abstract
This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, there is an emphasis on how companies can expand by cross-country and cross-industry innovation. Blended format, based on https://www.coursera.org/learn/b2b-marketing
Learning Objectives
- This course gives you an approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers
Expected Learning Outcomes
- gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts
- innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach
- understand the differences between B2C and B2B marketing
Course Contents
- 3. B2B – cross-country and cross-industry growth
- 1. What is B2B-marketing
- 2. B2B-marketing mix
Assessment Elements
- Online course results
- In-class examination resultsThe exam is in writing. The exam is conducted in the form of a business situation analysis. Student computer must meet the requirements: support word, exel. To participate in the exam, the student must send the work within the specified time in word format. Originality of the work should be at least 80%. The transfer procedure is similar to the surrender procedure. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.
Interim Assessment
- 2021/2022 3rd module0.4 * In-class examination results + 0.6 * Online course results
Bibliography
Recommended Core Bibliography
- Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920
Recommended Additional Bibliography
- Kavoura, A., Sakas, D. P., & Tomaras, P. (2017). Strategic Innovative Marketing : 5th IC-SIM, Athens, Greece 2016. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1530021