APPLIES TO ACADEMIC YEAR 2014/2015

MRK 3500 B2B marketing and sale

Responsible for the course
Gorm Kunøe, Jon Bingen Sande, Morten H Abrahamsen

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
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.

Learning outcome
Acquired knowledge
The students develop:

• Understanding of how public and private organizations buy goods and services.
• Knowledge of interorganizational relations and problems and opportunities at alternative levels of cooperation
• Knowledge of relationship marketing
• Knowledge of the special circumstances in business to business marketing (B2B marketing) that involves application of marketing theories within pricing, product strategy and market communication.
• Knowledge of the role of corporate social responsibility (CSR) in business to business marketing
• Understanding of the value concept as a basis for marketing strategy
• Understanding of professional sales and how to develop knowledge to succeed as a salesperson

• Analysis of the company and the customer in how to establish the optimum level of cooperation
• How to develop a relationship marketing programme
• How to develop the company’s programme and strategies in all areas of business to business marketing as pricing, product management and market communication.
• Being able to visit potential customer and carry through a sales process
• Develop a sales plan that fulfils the sales management’s activity objectives and skills in planning long-term customer relationships
• Applying it-based CRM systems (customer relationship management) in quantitative analysis of sales planning

• Environmental management and corporate social responsibility
• Organizational buying behavior
• Analysis, establishment and development of buyer-seller relations
• Segmentation in B2B marketing
• Product strategy and marketing of raw materials
• Price strategy and value based pricing
• Personal sales with introduction to CRM- systems
• The sales process and sales support systems
• Acquiring new customers
• Direct marketing in the B2B market
• Implementing CRM systems
• Sales management with CRM system