B2B Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
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 (B2B) 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 global transaction volume takes place in a B2B context, literature traditionally focuses on the marketing of fast-moving consumer goods. However, since most firms operating in a B2B environment have moved away from a more technical-oriented to a more market and customer driven focus, B2B marketing becomes increasingly important.
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 for customers and the value of customers are the cornerstones of B2B Customer Value Marketing (CVM). This course therefore covers the following topics:
- Understanding business markets, customers and relationships
- Segmenting customers on value of the customer and value for the customer
- Developing value propositions for target segments
- Organizing the elements of the value proposition like products/services, service, customer relationship management, pricing/total cost and risk reduction in B2B markets
- Developing a business case and understanding the results of CVM
The topics are discussed in lectures, tutorials, and case studies.
Uren per week 5
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -werkcollege
(Peer Assessment)
Toetsvorm -groepsopdracht,  -schriftelijk tentamen (open en mc vragen)
(tentamen: schriftelijk of digitaal)
Vaksoort master
Coördinator dr. J.P.R. Thomassen
Docent(en) M.R. Padigar, PhD. ,dr. J.P.R. Thomassen
Verplichte literatuur
Titel Auteur ISBN Prijs
working papers
selected papers from highly ranked academic journals
Textbook B2B Customer Value Marketing Thomassen J.P.R.
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. For more information contact the secretary: marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
Courses Exchange (MSc)  ( Courses Exchange Students (MSc) without 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