Business2Business Marketing

Code:

2GE16

Acronym:

B2BM

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2013/2014 - 2S (of 10-02-2014 to 06-06-2014)

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIM	0	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

English

Objectives

This course has two main goals: (1) To present and discuss the basic conceptual tools of Marketing in Business-to-Business contexts; based on those concepts, (2) to develop the abilities of students to analyse and make decisions regarding the main marketing variables in an integrated organizacional process. This course adopts a non-traditional approach to Business-to-Business Marketing that has as core elements the management of inter-organizational relationships in network contexts. Students will have the opportunity to compare this approach with more classical (.e.g Kotlerian) approaches and discuss its adequacy in B2B settings.

Learning outcomes and competences

By the end of the course students should be able to:

1) Identify the specificities of B2B Marketing vs B2C Marketing

2) Identify the main elements of the interaction approach and how to manage them

3) Audit companies offerings and analyse its alignement with customers' needs

4) Audit companies relationships

5) Understand the concept of Customer Life Cycle

6) Explore different customer sources of value

7) Understand and identify ways of evaluating and managing customers' profitability 

8) Design an USP that fits the company's clients and operationalise it thotugh the Marketing-mix elements.

 

Working method

Presencial

Program

I – Marketing Business-to-Business • B2B Marketing specificities . Buying process and buying group • Customer orientation, value and satisfaction • Segmenting, Targeting and Positioning
II – B2B relationships • Relationships as assets • Auditing the offer • Relationship life cycle • Auditing the relationships
III – B2B Marketing in network contexts
IV – Clients and Relationships Portofolio Management
V – Customer Life time Value
VI - Designing the USP (unique selling proposition) • Product/Service/Technology • Price and costs • Distribution • Communication

Mandatory literature

Ford, D., Gadde, L.-E., Hǻkansson, H., and I. Snehota ; The Business Marketing Course – Managing in Complex Networks, 2006
Ford, D., Gadde, L.-E., Hǻkansson, H., and I. Snehota ; Managing Business Relationships (2nd edition), 2003
Brennan, R., Canning, L., McDowell, R. ; Business-to-Business Marketing, Advanced Marketing Series, 2007
Murphy, J.; Converting customer value : from retention to profit, Wiley, 2006

Complementary Bibliography

Hakansson, Ford, Gadde, Snehota and Waluszewski; Business in Networks, John Wiley & Sons Ltd, UK., 2009. ISBN: 978-0-470-74963-0

Teaching methods and learning activities

Classes combine the presentation of conceptual tools with the presentation and discussion of empirical cases. The aim is to make sutdents understand how different concepts and techniques may be used in different contexts, thus making their use in real settings more clear. Thus, classes combine to main methodologies:
1) Lectures on concepts, methodologies and techniques complemented with ilustrative cases.
2) Case studies: used to develop students' analysis and decision making abilities. Case studies are presented and discussed in class.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	10,00
Teste	50,00
Trabalho de campo	40,00
Total:	100,00

Calculation formula of final grade

Test: 50%

Group project: 40%

Participation in class discussions: 10%

 

Approval requires a minimum grade of 8/20 points in both group work and test.

 

Participation in the group work presentation is mandatory. Non-participation implies a penalty of 15% in the group work mark.

 

Classification improvement

Exam only