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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.
Teaching Methodologies and Assessment Criteria The expository method of theoretical content defined in the UC program will be used, complemented with the analysis and discussion of texts and articles relevant to the understanding of the business market. Students will also have to develop research work to obtain the competence of analysis and criticism of real cases. For a better understanding of the application of concepts in a business context, seminars can be held using professionals from the business market.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2024-03-15

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