B2B Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2021/22
Vakcode EBM808B05
Vaknaam B2B Marketing
Niveau(s) master, uitwisseling
Voertaal Engels
Periode semester II b
Rooster rooster

Uitgebreide vaknaam B2B Marketing
Leerdoelen Upon completion of the course the student is able to:
1. Define, describe and interpret topics related to business marketing, such as value creation in business markets, organizational buying behavior and managing customer relations.
2. Apply theoretical insights to solve companies’ problems and critically evaluate the suitability of the theory.
3. Understand and quantify the value of a market offering for a customer.
4. Handle a negotiation situation in a team and understand how the outcomes of the negotiation affect the performance of the supply chain.
5. Design a convincing presentation or sales pitch and present this to the peer group.
Omschrijving Firms operating in a Business-to-Business environment acquire goods and services either for their own use, to incorporate into the products or services that they produce, or for resale along with other products and services to other firms, institutions, or the government. Although the majority of the transaction volume in the Netherlands takes place in a Business-to-Business context, literature traditionally focuses on the marketing of fast-moving consumer goods. B2B marketing can be defined as the process of understanding, creating and delivering value to targeted business markets and customers. Understanding and quantifying the value of a market offering is therewith the cornerstone of B2B marketing. This course will cover the following topics:
- Understanding business markets and business customers
(collecting information about the market,
organizational buying behavior, understanding and
quantifying value creation in business markets)
- Managing existing market offerings and realizing new
- Price Management in B2B markets
- Managing Sales Channels
- Customer relationships (gaining, sustaining, and
reacquiring customers).
The topics will be discussed in lectures, case studies and guest lectures of business market practitioners. Also, students will experience negotiations in business markets in a practice case.
Uren per week 5
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -practicum
(Peer Assessment)
Toetsvorm -groepsopdracht,  -schriftelijk tentamen (open en mc vragen)
Vaksoort master
Coördinator dr. J.P.R. Thomassen
Docent(en) dr. J.P.R. Thomassen ,Prof.. Dr.. A.E. Vomberg
Verplichte literatuur
Titel Auteur ISBN Prijs
Selected articles from highly ranked scientific journals Various
Opmerkingen Students who have followed the course 'International Business & Supply Chain Marketing' participate in this course. MSc SCM students can only participate in this course with permission from the programme-director of the MSc SCM. This course is also open for a max of 10 exchange students. For more information contact the secretary: b.wever@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
Courses Exchange (MSc)  (Courses Exchange Students (MSc) with limited access) 1 semester II b keuze
DD MSc IB&M – NUBS, Newcastle (1,5-jarig)  (keuzevakken DD MSc IB&M - NUBS, Newcastle) - semester II b keuze
MSc BA - Change Management  (keuzevakken MSc BA Change Management) 1 semester II b keuze
MSc BA - Management Accounting and Control/MAC  (keuzevakken MSc BA MAC) 1 semester II b keuze
MSc BA - Small Business & Entrepreneurship/SB&E  (keuzevakken MSc BA SB&E) 1 semester II b keuze
MSc International Business & Management/IB&M  (keuzevakken B MSc IB&M) 1 semester II b keuze
MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester II b keuzegroep
MSc Marketing  (keuzevakken A Marketing Management) 1 semester II b keuze