Marketing Business-to-Business

Code:

2MK05

Acronym:

MBB

Keywords
Classification	Keyword
OFICIAL	Marketing

Instance: 2022/2023 - 2S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	33	Bologna Official Syllabus	1	-	4	28	108

Teaching language

Portuguese

Objectives

This course has two main goals: (1) To present and discuss the main conceptual tools of Marketing in Business-to-Business contexts; (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 an 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) Auditing the purchasing group and developing strategies to aproach them

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

4) Auditing companies relationships

5) Auditing companies offers, designing solutions and analyse their alignement with customers' needs

6) Explore different customer sources of value

7) Designing prices for industry and in b2b services   

 

Working method

Presencial

Program

I - Business-to-Business Marketing: Introduction

II - The Nature of B2B Marketing
· Specificities of B2B Marketing
· Organizational, industrial and services markets for business

III - Buying behavior of organizations
· Purchasing process and buying center
· Buying in b2b markets

IV - Business in networks contexts
· Relationships and networks
· B2B relationships
· Auditing business and industrial relationships
· Supply chain & industrial networks

V – Developping the B2B marketing offer
· Services, products and solutions
· Transforming industrial offers in service offers
· Developping the offer: prices, costs and value 

Mandatory literature

Hutt, Michael D., and Thomas W. Speh; Business marketing management: B2B, South-Western, Cengage Learning, 2021
Hakansson, Ford, Gadde, Snehota and Waluszewski; Business in Networks, John Wiley & Sons Ltd, UK., 2009. ISBN: 978-0-470-74963-0

Complementary Bibliography

Hakansson, Hakan and Snehota, Ivan (Edition); No Business is an Island: Making Sense of the Interactive Business World, Emeral Publishing, London, 2017
Ford I. David 070; Managing business relationships. ISBN: 978-0-470-72109-4
Ford, D., Gadde, L.-E., Hǻkansson, H., and I. Snehota ; The Business Marketing Course – Managing in Complex Networks, 2006
Axelsson Bjõrn; Buying business services. ISBN: 0-470-84302-0

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 (%)
Teste	40,00
Trabalho de campo	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Apresentação/discussão de um trabalho científico	0,00
Elaboração de projeto	0,00
Elaboração de relatório/dissertação/tese	0,00
Estudo autónomo	20,00
Frequência das aulas	21,00
Realização de Estágio	0,00
Trabalho de campo	25,00
Trabalho de investigação	0,00
Trabalho escrito	0,00
Trabalho laboratorial	0,00
Total:	66,00

Eligibility for exams

Non applicable.

Calculation formula of final grade

Test: 40%
Works and assignments: 60%

Approval requires a minimum grade of 7/20 points in both group work and test.
Participation in the case presentation and discussion is mandatory.
There is no exam in the 'regular' evaluation period.

Classification improvement

Exam in the re-sit evaluation period.