Business-to-Business Marketing

Course Code :2101TEWMKT
Study domain:
Academic year:2018-2019
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