The Fundamentals of B2B Marketing

Introduction

Marketing is key to ensure the survival and growth of companies. In business markets, this poses particular challenges. The course will help students to understand what characterises business marketing and how business marketing differs from traditional consumer marketing. The students will be introduced to particular problem areas and decisions facing organisations and companies operating in business markets, and will provide key models, theories, concepts and analytical tools to help solving them.

Course content

• Characteristics og business marketing
• Business marketing segmentation
• Product offerings and value creation
• Supplier selection and industrial purchasing behaviour is conducted in business markets
• Developing and managing business relationships
• Managing business relationships in a network contex