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Business Marketing

Business Marketing

Code	14391
Year	3
Semester	S2
ECTS Credits	6
Workload	TP(60H)
Scientific area	Marketing
Entry requirements	n.a.
Learning outcomes	The main objective of the course is to present and discuss the characteristics of the Business-to-Business market as well as to analyze the use of the basic conceptual tools of Marketing in a Business-to-Business context. The contents of the course aim to develop in students the ability to analyze and decide on the main variables of marketing in the context of the business-to-business market. Thus, specific objectives can be defined • Developing an understanding of the operation of the business-to-business market • Understand the various strategic options and business-to-business marketing policies. • Realize the importance of value creation as a central element in the business-to-business market • Seizing the role of Relationship as a Catalyst for Success in the Business-to-Business Market
Syllabus	Part I - Analysis and understanding of the concept of value in the business-to-business market 1 - Business-to-Business Market Specificities 2 - Research and use of market knowledge 3 - Understanding Buying Behavior in the Business-to-Business Market 4 - Definition of the market strategy Part II - Creating value in the business-to-business market 5 - Analysis and management of the market offer 6 - Innovation in the business-to-business market approach 7 - Creating value through marketing-mix 8 - Channel management in the business-to-business market Part III - The distribution of value in the business-to-business market 9 - Identification and management of markets in the global context 10 - Managing relationships in the business-to-business market - Customer Life time Value
Main Bibliography	Anderson, J. C., Narus, J. A., & Narayandas, D. (2009). Business market management: Understanding, creating, and delivering value. Upper Saddle River, N.J: Pearson Prentice Hall. Biemans, W. G. (2010). Business to business marketing: A value-driven approach. London: McGraw-Hill Higher Education. Brennan, R., Canning, L., & McDowell, R. (2024). Business-to-business marketing. Los Angeles: SAGE. Dwyer, F. R., & Tanner, J. F. (2009). Business marketing: Connecting strategy, relationships, and learning. Boston: McGraw-Hill Irwin. Hutt, M. D., & Speh, T. W. (2017). Business marketing management: B2B. Boston, MA : Cengage Learning. Jeannet, J.-P., & Hennessey, H. D. (2004). Global marketing strategies. Boston: Houghton Mifflin. Moreira, C. T., & Neto, R. O. (1998). Marketing. Business to Business. É Fazer ou Morrer. São Paulo: MAKRON Books - Pearson Education.
Language	Portuguese. Tutorial support is available in English.