Opinto-opas 2024-2027

In most advanced economies, such as Finland, business-to-business (B2B) markets play a crucial role, constituting over 50% of total economic activity. Marketing in these markets differs significantly from that in consumer markets, characterized by a limited number of suppliers and customers, robust long-term relationships, extended sales cycles, value-centric transactions, and customers’ intricate decision-making processes. This course aims to equip students with a foundational understanding of B2B markets and marketing strategies.

To enhance students’ knowledge, this course will focus on B2B-specific marketing strategies, contemporary digital tools and techniques, the relationship-oriented nature of these markets, various sales approaches, and B2B pricing. Students will also learn to apply newly acquired conceptual understandings to solve real-life challenges through in-class cases.

• Lectures • Reading assignments • Case Study • E-exam

This course is organized during period IV • 6 lectures - 12 hours in total • Independent study 150 hours

• Journal and industry articles provided by the lecturer

The course is open only to TSE students. It has a quota of 90 students, with priority given to those majoring in marketing. Additionally, the Open University has a quota of 10 students for this course, and it is also open to exchange students. If the admission process requires selection, the teacher will use a random draw.

0-5

The assessment of the course will be as follows:

• Case Study (50% of the grade): Students will select a prominent Finnish B2B company and conduct a thorough analysis of any three aspects from the following: customer relationships, value propositions, sales/purchasing practices, branding, and pricing.
• Electronic Exam (50% of the grade): The exam will cover materials from the course, and grading will range from 0 to 5. Students must pass the exam in order to successfully complete the course.

Assessment criteria:

• Grading will be 0-5
• Lecturer will provide details of assessment in the course

englanti

Aineopinnot

Markkinointi

Mekhail Mustak

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