In global business markets, the customers are organizations (businesses, governments, and institutions). Most companies operate with such customers.Extensive empirical evidence shows that these organizational customers are individually significant. The purpose of this course is to explore the specific issues of marketing to business by identifying the distinctive features of business markets, exploring the way in which organizations buy, and isolating the requirements for successful marketing strategies.

The aim is to introduce analytical frameworks useful in order to understand the dynamics of business markets and to develop the necessary competencies to effectively perform the marketing task in global business markets.

Since marketing management in business markets requires general management competencies it is required that participants are familiar with basic notions of economics, marketing, organization and accounting.

Course outline

The course consists of three blocks with following themes:

1:"Understanding the Business Market"

-The characteristics of business markets

-Organizational buying behaviour

-The role of marketing and purchasing

2:"Critical Issues in Customer Relationships"

-Interaction and Business Negotiations

-Pricing and Business Performance

-Delivery and Operational Efficiency

-Business Deals and Contracts

3:"Developing Market Strategies”

-Managing the network position

-Capabilities and Organization

-Strategy Development Process

After completing the module, the student should be able to understand

1.The characteristics of business markets and global business-to-business marketing.

2. Managerial problems relating to business market management and develop solutions.

3. Key concepts relating to organisations as purchasers and to marketing to organisations.

4. The interactive practice in global business markets

Skills

-Develop the ability to conceptualize problems by using a series of conceptual tools.

-Develop the ability to plan and rationalize activities

-Develop presentation and team-working skills in research, analysis, planning and negotiation with counterparts

The course will contain a range of lectures, in class assignments and case-studies and exercises. The course is based on interactive teaching. It requires therefore a certain amount of individual study in order to prepare for the classes and an active participation in the class discussion of cases and task assignments.

The course readings and activities are designed to help blend theory and practice interactively. Cases will allow you to apply theories to real marketing problems. In addition, literature from scientific journals will demonstrate the development of theory and provide empirical insights into global B2B related topics. For case analysis and presentations, students will form teams. The number of individuals per team will be confirmed in the class.

The course will be assessed via coursework (50%). Students in each group will assume responsibility for a company based on a written case; they will need to analyse the case, develop a business plan and then negotiate with their counterparts. Individual participation and contribution to the in-class discussions will be graded (50%).

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