Business market management requires significant participation from many functional areas to identify the market segments and customer firms of primary interest (i.e., targeting) and how to deliver superior value to them (i.e., positioning). This course, therefore, integrates various marketing models and analysis techniques.
Customer value management is important in todays global business environment. This course, therefore, highlights strategic and practical approaches to delivering superior value to targeted customer firms, and getting an equitable return on the value delivered. Through the development of customer value models students gain an understanding of customer requirements and preferences. Also, attention is directed at the financial gains from fulfilling them. To summarize, the areas that this course highlights are:
Business market processes and strategies
Management of value and market offerings
Sustaining customer relationships and network positions
The international dimensions of business markets .
Förväntade studieresultat
By taking this course the students will gain knowledge in the field of business-to-business marketing. The design of the course facilitates the development of a sound understanding of how companies manage their current business-to-business operations, and how they plan for their future operations. Also, the students will learn how companies operate in business networks, and how partnerships may leverage their positions in the market. After completing the course, the student should be able to:
Amalyse how companies operate in business-to-business markets.
Identify critical elements of value offerings in business markets
Apply models and methods for design of marketing strategies in a business-to-business context.
Behörighetskrav
Univ: Företagsekonomi C, 15 hp. Gymnasium: Engelska B.
Svenska för grundläggande behörighet för högskolestudier (om kursen ges på svenska).
Undervisningens upplägg
The principal teaching methods are lectures, discussions, case studies, and seminars. Guest lecturers may be invited to present some of the contemporary business marketing practices and how such approaches lead to more competitive market positions. With the use of teaching cases, students will have opportunities to develop skills in structuring complex information. Seminars will be used to discuss the central topics, and to illustrate the links between analyses and decision-making in business marketing processes. The students are expected to read the assigned material and actively participate in case discussions.
Examination
The examination of this course will be based upon the students active participation in seminars, attendance at lectures, a written comprehensive examination (tentamen), and successful completion of group or individual coursework as assigned. The examination, therefore, consists of:
A written comprehensive examination (tentamen)
A written project report
Attendance at seminars and workshops
The following grading system will be used:
Pass with distinction (Väl godkänd, Vg, 75% or more),
Pass (Godkänd, G, 50% or more)
Fail (Underkänd, U, less than 50%).
In order to pass the course, the student must complete all parts of the examination i.e. reach 50% of the points of each part. To receive the grade pass with distinction, the student must reach at least 75% of the total points on the course.
In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given on each occasion.
Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within 2-3 weeks. Beyond that, additional examination opportunities normally arise every academic year, one week prior to the start of the autumn term.
When a student has failed an examination on two occasions, he or she has a right to have another grading teacher. A written request for an alternative examiner should be handed to the director of studies no later than two weeks before the next examination opportunity.
Rules and regulations concerning the production of academic texts and correct referencing will be applicable to all written assignments.
Guest lectures during the course might be used as basis for examination.
Student who has passed an examination can not redo the examination to get a higher grading.
Grades on the course are awarded when students have passed all examinations and compulsory course elements.
Academic credit transfer.
Academic credit transfers are according to the University credit transfer regulations.
Övriga föreskrifter
This is a course at the D-level in a MSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business.
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