B2B Marketing, Sales and Account Management (B2B)

Course description

B2B marketing refers to marketing activities that are directed toward other businesses, governments, and non-profit organizations - and thus they tend to differ from consumer markets in aspects such as number and size of buyers, demand and buying behaviour.
The goal of the course is to provide students insight into the unique characteristics of B2B marketing, and develop an in-depth understanding of various theoretical concepts and practices in B2B marketing, such as buying decision making processes, relationship management, supply chain management and pricing of industrial goods and services, among other topics.

Intended Learning Outcomes

On completing this course, participants should be able to:

1. Differentiate organisational markets from consumer markets and understand the unique characteristics of business goods and services.

2. Comprehend the competitive realities of the marketplace, relationship management, organisational decision making, supply-chain management, and product innovation.

3. Compare and select between concepts, models and theories of business marketing with an emphasis on network perspectives. 

4. Analyse business-to-business markets, competitive advantages, cross-functional processes, firm strategies and networks

5. Apply knowledge of buying behaviour, competition and cooperative strategies, and strategic alliances in business-to-business settings. 

6. Integrate ethical considerations throughout the marketing mix for business goods and services in realistic cases.

Change semester  

Course title:
B2B Marketing, Sales and Account Management
Semester: Autumn term 2019
Study period: 4
Rate of studies: 100%
Level: Undergraduate level (first cycle)
Credits: 7.5
Language of instruction: English

Course code: FE3331



Course coordinator:
Helena Flinck
Head of course:
Nishant Kumar
Nishant Kumar
Student services:
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