Key words
Business marketing, purchase policy, buying behaviour, marketing mix in B2B, IWETO code S191 Market study
Objectives
Business to business
Students should acquire a clear understanding of specific characteristics of marketing in a B2B environment.
They should be able to apply industrial market segmentation, "market targeting" and positioning and to handle the instruments of the B2B marketing mix.
They should be familiar with the main aspects of purchase policy with the client-companies so as to to be able to be a relations manager in a company.
Personal sales
Students should acquire understanding and skills in the structure of a sales pitch both as a professional sales person and an account manager.
Topics
Business to business
1. Business marketing
1.1. Characteristics
1.2. Relationship with consumer marketing
1.3. Recent developments: creation of value
2. Sales behaviour of organisations
2.1. The buying process
2.2. Persons involved, influence and motives
2.3. Purchase portfolio (Kraljic matrix)
2.4. Make-or-buy decisions
2.5. Purchasing as strategy
3. Strategy development
3.1. Collecting market information
3.2. Market segmentation
3.3. Market targeting and positioning
4. Marketing mix in a business environment
4.1. Product policy
4.2. Distribution policy
4.3. Communication policy
4.4. Price policy
5. Relation management
Personal sales
1. Characteristics of a sales person
1.1. Professional knowledge
1.2. Professional skills (verbal and non-verbal behaviour, assertiveness, empathy …)
2. Customer typology
3. Sales pitch method and structure
3.1. Sales pitch method
3.2. Sales pitch structure
4. Introduction to sales techniques
5. Introduction to account and relation management
Prerequisites
Marketing basics
Final Objectives
Knowledge:
Job-related:- Knowing marketing in a B2B environment
- Knowing a sales person's characteristics, customer typology, sales methods and structure, sales techniques, basics of account and relation management
- Knowing professional literature on B2B and sales
- Knowing developments in the field
- Knowing terminology
Skills:
General:- Ability to think and reason
- Ability of critical reflection
- Capacity of project work
Job-related:- Giving oral presentations with suitable means
- Supporting presentations with technical means (website, audio, video …)
- Working in team and on a project
- Active listening, phrasing, assess and apply means of increasing listening skill
- Assessing in which context which behaviour is needed (aggressive, sub-assertive, assertive)
- Negotiating and communicating with an aim on sales
- Handling complaints
Attitudes:
Job-related:- Analysing, wording and presenting the importance of personal sales in a creative manner
- Consulting and using professional literature (B2B and sales)
- Interpreting different means of non-verbal communication and applying them in various situations
- Estimating which questions should be asked when in a sales pitch
Materials used
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Course book and / or syllabus
Study costs
Course book at its normal price
Syllabus and photocopies at the going Hogeschool Gent rate
Expenses linked to lectures and possible extra muros activity
Expenses linked with the execution of assignments
Study guidance
Students may ask for private consultation
Teaching Methods
Business to business
Lecture with class exercises, cases, lecture, company visits
Personal sales
Lecture with class exercises, interactive approach, self-study, role play, lecture
For every phase in the sales pitch students may do an exercise that could have been placed on Dokeos.
Students work those out themselves.
At the end, students may have to prepare a role-play in pairs about selling a product.
One student is the sales person, the other the customer or the parts are switched at a given moment. It is important that the product is one with quite a long sales process.
The 'customer' may be a private citizen or the manager of an SME.
Assessment
Business to business - 40%- First exam session: written exam 100%
- Second exam session: written exam 100%
Students registered for the examinations only: - First exam session: written exam 100%
- Second exam session: written exam 100%
Personal sales - 60%- First exam session: written exam 60% and continuous assessment 40%
- Second exam session: written exam 100%
Students registered for the examinations only:- First exam session: written exam 60% and paper 40%
- Second exam session: written exam 100%
Lecturer(s)
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