Objectives
The course introduces the distinctive characteristics of business-to-business (B2B) markets, provides understanding to scientific perspectives in B2B marketing and discusses how to apply B2B marketing theory to practice. Accordingly, students will learn the importance of B2B markets in the society, to observe B2B markets as interaction in networks and how to productively approach B2B markets in a managerial role.
The course introduces the distinctive characteristics of business-to-business (B2B) markets, provides understanding to scientific perspectives in B2B marketing and discusses how to apply B2B marketing theory to practice. Accordingly, students will learn the importance of B2B markets in the society, to observe B2B markets as interaction in networks and how to productively approach B2B markets in a managerial role.
- Peppi-Teacher: Otto Rosendahl