Международный В2В-маркетинг

Магистратура 2021/2022

Статус: Курс по выбору (Smart-маркетинг: данные, аналитика, инсайты)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Факультет экономики (Пермь)

Когда читается: 2-й курс, 3 модуль

Формат изучения: с онлайн-курсом

Охват аудитории: для своего кампуса

Преподаватели: Сажина Александра Ильдаровна

Прогр. обучения: SMART-Маркетинг: данные, аналитика, инсайты

Язык: английский

Кредиты: 3

Контактные часы: 2

Full Syllabus

Abstract

This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, there is an emphasis on how companies can expand by cross-country and cross-industry innovation. Blended format, based on https://www.coursera.org/learn/b2b-marketing

Learning Objectives

This course gives you an approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers

Expected Learning Outcomes

gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts
innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach
understand the differences between B2C and B2B marketing

Course Contents

3. B2B – cross-country and cross-industry growth
1. What is B2B-marketing
2. B2B-marketing mix

Assessment Elements

Online course results
In-class examination results
The exam is in writing. The exam is conducted in the form of a business situation analysis. Student computer must meet the requirements: support word, exel. To participate in the exam, the student must send the work within the specified time in word format. Originality of the work should be at least 80%. The transfer procedure is similar to the surrender procedure. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.

Interim Assessment

2021/2022 3rd module
0.4 * In-class examination results + 0.6 * Online course results

Bibliography

Recommended Core Bibliography

Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920

Recommended Additional Bibliography

Kavoura, A., Sakas, D. P., & Tomaras, P. (2017). Strategic Innovative Marketing : 5th IC-SIM, Athens, Greece 2016. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1530021

Course Syllabus