Master Programme in Business and Management - specialisation Marketing.
Business-to-business (B2B) markets are often characterised by the fact that a limited number of counterparts make up for a large portion of a company's business. This implies that the companies´ marketing tends to follow a different logic than the one traditionally applied in consumer markets. We will start from four themes on market practice (customers and sales, purchasing and logistics, product development and innovation, and business and society) and discuss appropriate theoretical tools to deal with the challenges that firms face.
After completing the course, the student will be able to:
make conscious choices of models of analysis and other theoretical tools designed for the challenges that companies in B2B markets face.
use theory to critically analyse firm specific issues in B2B markets.
choose a relevant question, problematise it in writing, and, in a comprehensive manner, argue for the relevance of the problem.
make presentations in front of an audience (both verbal and non-verbal skills in presentation).
Business-to-business (B2B) markets are often characterised by the fact that a limited number of counterparts make up for a large portion of a company's business. The course focuses on the characteristics of B2B markets and its consequences on market practice based on four themes:
customers and sales
purchasing and logistics
product development and innovation
business and society
The teaching comprises lectures (including guest lectures) and seminars (both theoretical and more practical) to support the learning process. Both individual as well as group-based assignments are part of the course. The course is taught in English.
The student will get one single grade, equivalent to 7,5 credits.
Oral and written presentations
Both individual and group examinations are used. The grade for the entire course is based on an assessment of all parts of the examination.
Grading criteria are presented in the study guide provided at the beginning of the course. The following grades will be used: pass with distinction (VG), pass (G), and fail (U). Examinations handed in late will not be assessed except under special circumstances. Any remaining supplemental work must be completed and handed in by the deadline specified in the study guide. Otherwise the entire course (all examinations included) must be retaken during subsequent course sections, pending availability of a place in the course.
Uppsala University does not accept cheating or plagiarism. Suspected incidents of cheating or plagiarism are reported to the Disciplinary Committee of the University, which may issue a formal warning to the student or suspend the student from studies for a designated period.
NOTE: Only completed courses can count toward a degree.
The course overlaps 2FE825, 8FE825 Industrial Marketing.
The reading list is missing. For further information, please contact the responsible department.