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B2B Marketing and Sales

The course will survey the complexities facing any business-to-business marketer in analysing of its corporate clients, their purchasing needs and buying processes.

Students will then gain an in-depth understanding of relationship management, decisional processes, supply chain considerations and e-commerce, among related topics. Thus this course will provide both theoretical understanding of and practical skills for the strategic marketing of goods and services in organisational settings.

The course will aim to cover most of the following topical areas:

  • Business marketing environment
  • Organisational purchasing behaviour
  • Customer relationships and partnerships
  • Segmenting and targeting business markets
  • Business products and services
  • Supply-chain and logistics management
  • Pricing and financing
  • Trade communications and shows
  • Sales organisation and management
  • Market intelligence and research
  • Course structure

    The course workload (model: 40 hours per week equivalent to 1,5 ECTS) is allocated as follows:
    Teacher-led lectures: 12 hours
    Teacher-led seminars: 9 hours
    Group work: 39 hours
    Self-studies: 110 hours
    Assessment: 30 hours
    Total workload: 200 hours equivalent to 7,5 ECTS.
    The language of instruction is English.


    Teaching format

    The course consists of a combination of lectures, seminars and group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course. Please note that all teaching and learning activities - such as lectures, seminars, assignments and assessment tasks – are carried out in English when the language of instruction is English.


    Assessment for the course will be continuous and is carried throughout the different activities of the course. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from these different assessment tasks are added up to a total course score that will then translate into the final grade for the course.

    Assessment tasks
    The course contains the following weighted assessment tasks:
    1. Oral presentation (case/topic) – team.
    2. Written essay/case report – team.
    3. Final exam / major project – individual.

    After completion of the course, students will receive grades on a scale related to the intended learning outcomes of the course. Passing grades are A, B, C, D and E. Failing grades are Fx and F. A grade Fx can be completed for a grade E.

  • Schedule

    The schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course.
  • Course literature

    Note that the course literature can be changed up to two months before the start of the course.

    See reading list in the current syllabus.

  • Contact

    Course coordinator:

    Head of course: Nishant Kumar