Business to Business Marketing D, 7.5 Credits

Contents

Customer value management is important in the contemporary business-to-business environment. This course highlights strategic and practical approaches for creating value to target customers, and getting an equitable return on the delivered value. Through the development of customer value models students gain an understanding of customers’ requirements and preferences. Also, attention is directed at the financial gains from fulfilling them. Business market management requires significant participation from diverse functional areas to determine potential market segments and to develop attractive offerings for them. This course integrates various marketing models and analysis techniques relevant for successful management of market offerings, sustaining customer relationships in the context of business networks.

The course is given and examined in English.

Expected learning outcomes

By taking this course the students will gain knowledge in the field of business-to-business marketing. The course is designed for students to obtain a sound understanding of how companies manage their current business-to-business operations, and how they plan their future marketing strategies.  Also, the students will learn how companies operate in business networks, and how partnerships may leverage a company’s position in the market.

After completing the course, the student should be able to:

•  assess the value elements of market offerings in  business-to-business markets,
•  design flexible market offerings,
•  analyze a business network and propose a relevant marketing strategy to deal with challenges and opportunities within the network,
•  evaluate strategic opportunities and develop the customer relationship-specific market offerings,
•  apply models and methods for design of marketing strategies in a business-to-business context.

Required Knowledge

University:Courses in Business Administration (75 ECTS) At Basic level (A-level) and Intermediate level (B-level) a minimum of 60 ECTS in Management, Marketing, Accounting and Finance courses. At the C-level (Bachelor), a minimum 15 ECTS.

Language: Proficiency in English equivalent to Swedish upper secondary course English B (IELTS (Academic) with a minimum overall score of 6.5 and no individual score below 5.5. TOEFL PBT (Paper-based Test) with a minimum score of 575 and a minimum TWE score of 4.5). TOEFL iBT (Internet-based Test) with a minimum score of 90 and a minimum score of 20 on the Writing Section).

Form of instruction

The principal teaching methods are lectures, seminars, assignments and discussions. With the use of teaching cases and assignments, students will have opportunities to develop skills in structuring complex information.  Seminars will be used to discuss the central topics, and to illustrate the links between analysis and decision-making in a business-to-business context. The students are expected to read the assigned material and actively participate in seminar discussions.

Examination modes

The examination in this course is based upon the student’s active participation in seminars, a written individual exam and the completion of a project report.

The examination, therefore, consists of:

• An individual written exam.
• Written project reports (in groups).
• Attendance and active participation at seminars.

A passing grade is required for each part of the course.

The following grading system will be used:

• Pass with distinction (Väl godkänd, Vg, 75% or more),
• Pass (Godkänd, G, 50% or more)
• Fail (Underkänd, U, less than 50%)

In order to pass the course, the student must complete all parts of the examination i.e. reach 50% of the points of each part. To receive the grade pass with distinction, the student must reach at least 75% of the total points on the course.

In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given, no later than two weeks after the completion of the course.

Students who fail to present a photo ID at the occasion of a written examination cannot have their results registered.

Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within a month. Beyond that, additional examination opportunities normally arise every academic year, one week prior to the start of the autumn term.

When a student has failed an examination on two occasions, he or she has a right to have another grading teacher. A written request for an alternative examiner should be handed to the director of studies no later than two weeks before the next examination opportunity.

Rules and regulations concerning the production of academic texts and correct referencing will be applicable to all written assignments. (see instructions in the Thesis manual. Thesis writing in Business Administration.) Urkund records may be used for control.

Lectures are normally not obligatory. However attendance is expected because the lectures are designed to facilitate students towards achieving course specific learning objectives. In addition lectures often provide insightful explanations of, and can supplement and provide contrast to, the course litterateur and other relevant course materials.

Student who has passed an examination can not retake the examination to get a higher grading.

Grades on the course are awarded when students have passed all examinations and compulsory course elements.

Academic credit transfer
Academic credit transfers are according to the University credit transfer regulations.

Other regulations

This is a course at the D-level in a MSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business.