Trefwoorden
Organisation theory, corporate / company policy, market research
Doelstellingen
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. The aim of this course is to get an insight in the basic theories, models and concepts, instruments (tools) and various aspects of the marketing mix that especially can be used in industrial (business) markets. Theory can be applied to daily life, since a case within teams have to be drawn up.
Leerinhoud
I. Business markets and business marketing
II. Value creation and business marketing strategy
III. Business marketing programming
Product (service)
Price
Location (distribution)
Promotion (communication)
Customer
IV. Managing business marketing programs
Begincompetenties
An introductory course in marketing is an advantage, but not obliged.
Eindcompetenties
Core competences
1) Knowledge and understanding of the basic theories, introductory concepts and models, instruments (tools) of the marketing mix that especially can be used in industrial (business) markets..
- The ability to substructure, interpret, situate and the basic theories, introductory concepts and models, instruments (tools) of the marketing mix that especially can be used in industrial (business) markets.
2) The ability to apply the basic theories, introductory concepts and models, instruments (tools) of the marketing mix that especially can be used in industrial (business) markets.
- The skills to develop a virtual marketing plan (fictitious case – students may choose from possible cases)
General competences:
1) Skills to execute simple management tasks
2) Team work:
- solidarity (planning and executing)
- Live to appointments
- Sharing information (clear and transparent)
3) Obtaining and processing of information: ability to discern relevant information, application of information into case study
Leermaterialen
::Voor meer informatie, klik hier::
Dwyer, R., F. and J. Tanner, F. (2002). Business marketing: Connecting Strategy, Relationships, and Learning. New York, Mc. Graw-Hill.
Hand- outs.
Studiekosten
80 Euro
Studiebegeleiding
Questions can be asked during the course, via e-mail, Dokeos or by appointment
Presentation sessions, feedback during sesions
Onderwijsvormen
Ex cathedra
Team based business case.
Weekly sessions of two hours.
Evaluatievorm
The team based business case will test students’ ability to apply their knowledge.
Peer assessment
A written exam will test the theoretical knowledge.
Second session students: written exam with preservation of score of group work
OP-leden
Annick Van Rossem
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