In most advanced economies, such as Finland, business-to-business (B2B) markets play a crucial role, constituting over 50% of total economic activity. Marketing in these markets differs significantly from that in consumer markets, characterized by a limited number of suppliers and customers, robust long-term relationships, extended sales cycles, value-centric transactions, and customers’ intricate decision-making processes. This course aims to equip students with a foundational understanding of B2B markets and marketing strategies.
The course is delivered through online video lectures and associated Moodle exercises, followed by an exam. Students must complete the lecture-related Moodle exercises in order to be eligible to take the exam.
Course assessment is fully based on an Electronic Exam, which accounts for 100% of the final grade. The exam covers the lecture materials and the course textbook.
- Opettaja
Isadora Gasparin