GRA 8531 The Fundamentals of B2B Marketing (2023/2024)

GRA 8531 The Fundamentals of B2B Marketing (2023/2024)

Course code: 
GRA 8531
Course coordinator: 
Morten Høie Abrahamsen
Course name in Norwegian: 
The Fundamentals of B2B Marketing (2023/2024)
Product category: 
EMME - EMM specialisation in Energy
2023 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
Associate course
Course codes for multi- or associated courses
Course codeSemester
GRA 8532
2023 Autumn
GRA 8533
2024 Spring

Marketing is key to ensure the survival and growth of companies. In business markets, this poses particular challenges. The course will help students to understand what characterises business marketing and how business marketing differs from traditional consumer marketing. The students will be introduced to particular problem areas and decisions facing organisations and companies operating in business markets, and will provide key models, theories, concepts and analytical tools to help solving them.

Learning outcomes - Knowledge
  • What characterises business marketing
  • Business marketing segmentation and analysis
  • The role of value creation and product offerings
  • How supplier selection and industrial purchasing behaviour is conducted in business markets
  • The significance of relationship marketing in B2B marketing
  • How business networks affect relationships between organisations
Learning outcomes - Skills
  • Critically review the marketing performance of organizations
  • Use insights from marketing frameworks in generating, evaluating and choosing strategic marketing decisions
  • Understand the role and importance of relationships in business marketing
General Competence
  • Reflect on the role of marketing for firm performance
  • Reflect on different perspectives on marketing 
  • Reflect on social and ethical issues concerned with business marketing
Course content
  • Characteristics og business marketing
  • Business marketing segmentation
  • Product offerings and value creation
  • Supplier selection and industrial purchasing behaviour is conducted in business markets
  • Developing and managing business relationships
  • Managing business relationships in a network contex
Teaching and learning activities

The course will consist of lectures, discussions and activities in class and online.

1 ECTS credit corresponds to a workload of 26-30 hours. 

Attendance to all sessions in the course is compulsory. If you have to miss part(s) of the course you must ask in advance for leave of absence. More than 25% absence in a course will require retaking the entire course. It's the student's own responsibility to obtain any information provided in class that is not included on the course homepage/ It's learning or other course materials. 

Sessions include lectures, seminars and group work.

Specific information regarding student evaluation beyond the information given in the course description will be provided in class.

The course is a part of a full Executive Master of Management in Energy (EMME) and examination in all courses must be passed in order to obtain a certificate.

In all BI Executive courses and programmes, there is a mutual requirement  
for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.

Software tools
No specified computer-based tools are required.

Granted admission to the Executive Master of Management in Energy programme. Please consult our student regulations.

Required prerequisite knowledge

Basic understanding of business administration and management.

Exam category: 
Form of assessment: 
Written submission
4 Week(s)
Individual submission, counting 100% of the final grade.
Exam code: 
GRA 85311
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
Prepare for teaching
20 Hour(s)
24 Hour(s)
Student's own work with learning resources
20 Hour(s)
16 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 3 ECTS credit corresponds to a workload of at least 80 hours.