MRK 3502 B2B Marketing, Sales and Negotiations

MRK 3502 B2B Marketing, Sales and Negotiations

Course code: 
MRK 3502
Course coordinator: 
Jon Bingen Sande
Roy Willy Elvegård
Course name in Norwegian: 
Bedriftsmarkedsføring, salg og forhandlinger
Product category: 
Bachelor of Marketing Management - Programme Courses
2022 Spring
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Most firms are involved in some form of coordination or cooperation with other firms, and most firms are also involved in larger networks with other firms, customers, suppliers, employees or other stakeholders. Estimates suggest that more than half of all transactions in developed economies take place between firms. Purchasing of products and services account for about 50% of a firm’s costs. More than 90% of all e-business takes place between firms.

Business-to-business (B2B) marketing distinguishes itself from consumer marketing in several ways, among others that decisions are more strategic, that the culture is more technically oriented, that values are often created in close collaboration between with customers, that transactions are large and complex, and that customer relations tend to be long-term and governed by long-term contracts. In addition, personal sales, relationship development, and negotiations are particularly important when the customers are other firms. In this course these different topics—B2B marketing, sales, and negotiations—are therefore integrated and seen as closely connected. As part of the sales concept, interpersonal communication is seen as important for influencing current and future customers.

Learning outcomes - Knowledge

I.    Characteristics of B2B marketing:

Students will acquire knowledge about the characteristics of B2B marketing and organizations as customers.

II.    Problems and decisions:

Students will acquire knowledge about central problems and decisions in B2B marketing, sales and negotiations, and importance of these decisions for sales, value creation and profitability.

III.    Concepts, theories and models:

Students will acquire knowledge of central concepts, models, and theories that can be used to analyze and understand how value creation and value capture happens in buyer-seller relationships and through central activities such as negotiations and sales processes.

IV.    Techniques, methods, and tools:

The students will acquire knowledge about central methods, tools, and analytical techniques that are used in B2B marketing, sales, and negotiations and organization of the sales function.

V.    Strategy and business processes:

Students will acquire knowledge about central challenges concerning the firm’s business processes and cooperation between the marketing function, the sales function and other functions in the firm.

Learning outcomes - Skills

I.    Analysis:

  • Students will be able analyze a B2B relationship with the aim of identifying value creation potential.
  • Students will be able to identify sources of cooperation problems (governance problems) in the sales function and in B2B relationships and different ways of managing these problems through better organization of, respectively, the sales function and B2B relationships.

II.    Planning and executing:

  • Students will be able to formulate value propositions and find ways of communicating value to customers through a sales process.
  • Students will be able to conduct negotiations and problem solving processes with customers with the aim of increasing sales, value creation, and profitability.
  • Students will be able to develop a B2B marketing strategy that includes decisions concerning segments/customers, products, prices, communication, organization of the sales and marketing processes internally in the firms, as well as organization and governance of B2B relationships.
General Competence
  • Students will recognize the importance of B2B marketing and sales, and what role sales plays and the responsibilities of a sales person.
  • Students will recognize the importance of creating values in B2B relationships through problem solving and negotiations, and the will understand how they should handle different governance problems to achieve this.
  • Students will develop understanding of how different decisions within B2B marketing may have externalities and influence factors such as health, environment, safety, work places, and society overall.
Course content

The course is divided into four main modules, each with different sub-themes.

I. Introduction
a. What is business-to-business (B2B) marketing?
b. What is the role of B2B marketers and sales persons in generating income for their firm?

II. Strategy analysis for B2B marketing
a. Organizational buyer behavior: What characterizes organizations as customers?
b. Analyzing B2B transactions: how to identify potential cooperation problems and transaction costs?
c. The external environment: (1) Factors affecting B2B firms and (2) identifying market opportunities
d. Segmentation and positioning: How to segment B2B markets?

III. B2B marketing strategies and strategy implementation
a. General principles for B2B marketing and modern sales: What roles do value, value creation and value capture play for strategy development, buyer-supplier relationships, and the sales process? 
b. Defining the customers’ value capture: (1) Product strategies, (2) customer solutions and problem solving, and (3) pricing strategies
c. Governing the value exchange in buyer-supplier relationships: (1) Governance forms, (2) relational contracting and trust, and (3) formal contracting
d. Communicating value to customers    
e. Organizing to deliver value to the customers: (1) managing the sales function and using CRM-systems, and (2) organizing distribution channels     

IV. Negotiations
a. Distributive negotiations: Succeeding in negotiations where values are to be shared
b. Integrative negotiations: Succeeding in negotiations with potential for value creation

Teaching and learning activities

The course will be conducted as a mix of lectures, exercises, and case-discussions.

In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.


Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification


Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.


Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.

Required prerequisite knowledge

No particular prerequisites.

Exam category: 
Form of assessment: 
Written submission
Group (1 - 4)
3 Month(s)
Project paper. All exam elements must be passed to achieve a final grade in the course.
Exam code: 
MRK 35021
Grading scale: 
Examination every semester
Exam category: 
Form of assessment: 
Written submission
Support materials: 
  • No support materials
3 Hour(s)
Written exam. All exam elements must be passed to achieve a final grade in the course.
Exam code: 
MRK 35022
Grading scale: 
Examination every semester
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
Student workload
36 Hour(s)
6 Hour(s)
Prepare for teaching
84 Hour(s)
Group work / Assignments
50 Hour(s)
Student's own work with learning resources
24 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.