Objective of the course (Learning Outcomes)
Business marketing (or B2B marketing) is concerned with the marketing of goods and services to organizations. The key distinguishing feature of business marketing is the nature of the customer, rather than the nature of the product. this introductory marketing course will cover key concepts that are required to for the professional ‘business marketer’. The course will cover strategies in business-to-business markets (understanding, creating and delivering value), tactics in business-to-business markets (marketing mix) and implementation. Theory will be illustrated with examples from B2B companies. The students will also work on 2 business marketing cases
Mode of delivery
Prerequisites and co-requisites
Recommended optional program components
Lecture: Business Marketing and business market: an introduction. Lecture: Business Buying behavior. Lecture: Business Brand Architecture. Case: Barco Clickshare: How disruptive innovation transforms business, a story on the development and launch of a new product. Lecture: Business routes-to-market and channels. Lecture: Business interfirm relations and networks. Lecture: Digital communication in Business markets. Case: Maersk line: B2B Social Media.
Recommended or required reading
Business-to-business Marketing - 3 edition, R.Brennan, L. Canning and R. McDowell, 2014, SAGE Publications Ltd
Planned learning activities and teaching methods
Planned learning activities and teaching methods: This course consists of formal lectures. I use and interactive teaching style.
The students will also work on case studies in small groups. You will have to read the cases in advance in order to participate to the discussions.