Business to Business Marketing (5cr)
Course unit code: HIBM3100
General information
- Credits
- 5 cr
- Teaching language
- English
Objective
The student knows the special considerations and challenges presented by marketing to business, organisational and industrial customers.
Content
Special challenges of the business to business environment, the buying center, industrial buying behaviour, vendor selection, utilising the marketing mix, the importance of the selling function in business marketing, relationship marketing, customer service, international business to business marketing
Qualifications
First and Second Year Studies or Basic business studies
Assessment criteria, satisfactory (1)
Attendance, Examination, Project and Presentation, Cases