YMAS2120 B to B Relationships and Networks (6 op)
Osaamistavoitteet
The overall aim to develop participants鈥� conceptual and practical capabilities as managers and business professionals in the area of btob marketing. On successful completion of the course, students will be able to:
- position business to business marketing (relationships and networks) in the theoretical fields of marketing
- to use theoretical concepts and practical tools to analyse and manage business relationships and value creating networks
Suoritustavat
Contact teaching course: Spring semester, 4th term. The study methods of the contact teaching course are specified in the study program annually.
厂颈蝉盲濒迟枚
- Introduction
- Research traditions in marketing
- Schools of marketing in action
- The levels of business network management
- Networks as relationships, structures, positions and processes
- The management of business relationships
- Case assignments
Oppimateriaalit
Lecture notes, the course book, additional articles.
Kirjallisuus
| ISBN-numero | Tekij盲, julkaisuvuosi, teoksen nimi, julkaisija |
|---|---|
| 0-470-85125-2 | Ford, G., H氓kansson, H., Gadde, L.-E. & Snehota, I. (2003). Managing Business Relationships. 2nd. ed. John Wiley. |
Arviointiperusteet
Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.
Esitietovaatimukset
Intermediate studies in marketing.