Deze cursusinformatie geeft aan hoe het onderwijs zal verlopen bij pandemieniveau code geel en groen.
Als er tijdens het academiejaar aangepast wordt naar code oranje of rood, zijn er wijzigingen mogelijk o.a. in de gebruikte werk - en evaluatievormen.

Business-to-business marketing

Course Code :1305TEWSBM
Study domain:
Academic year:2020-2021
Semester:1st semester
Contact hours:30
Study load (hours):84
Contract restrictions: No contract restriction
Language of instruction:English
Exam period:exam in the 1st semester
Lecturer(s)Erwin Knuyt

3. Course contents *

The starting point of this course is the creation of value within a business-to-business environment. The key objectives of the course are as follows:

  • To help students understand the nature, structure, characteristics and dynamics of industrial markets
  • To provide a framework for describing and analysing organisational buying behaviour in all sectors of industrial markets, businesses and institutions
  • To integrate and provide a framework for demand analysis, market segmentation, environmental, strategic, organisational and international issues
  • To develop students’ ability to manage marketing efforts in industrial markets and to analyse industrial marketing strategy development for decision-making
  • To understand B2B companies´ marketing success in relation to the value creation potential of e-businesses following the changing dynamic competitive forces