Key words
Business to Business Marketing
Objectives
Business to business marketing is an exciting area of study. Most majors get in touch with business marketing during their first and later jobs. Business marketing is marketing products or services to other companies, government bodies, institutions and other organizations.
Topics
I. Business markets and business marketing
II. Value creation and business marketing strategy
III. Business marketing programming
IV. Managing business marketing programs
V. Managing business customers
Prerequisites
An introductory course in marketing is an advantage.
Final Objectives
Materials used
Study costs
Study guidance
Teaching Methods
Lectures based on Dwyer, R., F. and J. Tanner, F. (2002). Business marketing: Connecting Strategy, Relationships, and Learning. New York, Mc. Graw-Hill. Team based business case.
Assessment
The team based business case will test students’ ability to apply their knowledge.
Lecturer(s)
Annick VAN ROSSEM
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