B2B Marketing and Technology Strategy

• Business-to-business markets and marketing
• Value creation in B2B exchange
• Different theoretical perspectives of inter-firm relationships and networks
• Development and maintenance of buyer-supplier relationships
• Management of customer relationships
• Sales and new customers
• Flexible market offerings
• Industrial buying processes
• Innovation and technology development in a B2B context
• Price-setting in B2B markets
• B2B marketing channels
• B2B market strategy
• The significance of CSR and sustainability for B2B strategy

Knowledge

• Advanced knowledge about industrial marketing as a theoretical field
• Advanced knowledge regarding different forms of business cooperation and development of relationships between companies in value based market offerings.
• Advanced knowledge regarding how business relationships are connected in larger business networks.
• Understand the significance of CSR and sustainability for B2B strategic decision making.

Skills

• Be able to understand and analyze how companies create and deliver value to suppliers, intermediaries and new and existing customers.
• Can explain and analyze buying- and selling processes between firms.
• Can understand and analyze how companies can establish and develop cooperative relationships with customers.

General knowledge

• Knowledge of how insight in different theories of industrial marketing, cooperation and business relationships can improve how firms understand, create and deliver value while contributing to sustainable development.
• Gained insight in critical thinking to manage typical challenges related to management of industrial relationships.

Lectures, case discussions, student presentations