APPLIES TO ACADEMIC YEAR 2012/2013
MRK 3500 B2B marketing and sale|
Responsible for the course
Gorm Kunøe, Erik B Nes
Department of Marketing
According to study plan
Language of instruction
B2B is a widely used international abbreviation for Business to Business. The course deals with sales and marketing when other companies and organizations are customers. Business market is considered to be greater than the consumer market internationally, and Norwegian companies have other businesses and organizations that customers in particular a large extent. Marketing and sales to businesses are often more complicated than for consumers and imposes special requirements. Personal sales and relationship development is considered to be particularly important when other companies are customers. In selling the concept included personal communications that actively achiev affected an existing or a future customer in the desired direction.
The students develop:
The students develop skills in:
The students will develop a professional and constructive approach to sales and marketing at the corporate market.
MRK 3414 Marketing Management (or MRK 2914 Marketing) or equivalent.
Kunøe, Gorm. 2010. Salg og salgsledelse med CRM - systemer. ScanForum. Kap 1. Salg med CRM-systemet, salgsmål og strategier og salgsledelse, side 21 – 215
Kap. 2. Selger som person og selgerjobben, side 216 – 270
Kap. 3. Operativt salg med CRM - systemet, side 271 – 294
Appendix 1. Orientering om et typisk CRM – system, side 455 – 486
Nes, Erik B. og Harald Biong. 2009. Markedsføring på bedriftsmarkedet. 3. utg. Universitetsforlaget
The students learn to work interactively with one of the most used CRM systems.
Learning process and workload
The course consists of a combination of lectures (33 hours) and exercises in use of a CRM system
There are two hand-in papers in the course. One hand-in is related to solving a practical case and one is related to the use of CRM in sales management.
There are two hand-in papers in the course. The students can work in groups of 3 to 5 students. One hand-in is related to solving a practical case and one is related to the use of CRM in sales management. One assignment is called "Solo testen" is related to the CRM system. The other aasignment is solving a case. Both assignments are assessed with pass / fail, and both must be passed in order to sit for final examination. At least one of the questions in the final examination will be related to work requirements.
A four-hour individual written examination concludes the course.
MRK 35001 – Written examination, count 100 % for the MRK 3500 course, 7,5 ECTS.
Examination support materials
No support materials are allowed at the examination.
A re-sit examination is offered every term.
Students that have not got approved five of the mandatory eight mini-exercises must re-take the exercises during the next scheduled course and must pass five of the eight submitted mini-exercises. Students that have not passed the written examination or who wish to improve their grade must re-sit the examination in connection with the next scheduled examination.
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