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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.
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Teaching Methodologies and Assessment Criteria |
The methodology used will encourage active student participation, based on the following procedures:
- The affirmative method, involving the teacher providing oral information and basic content (expository method), as well as explaining and demonstrating procedures and techniques (demonstrative method).
Interrogative method: critical analysis and discussion of supporting texts on the topics covered to exemplify the presented concepts, methods, techniques and procedures.
Active method: encouraging learning through discovery by means of research and practical work applied to the business world.
The continuous assessment system includes two written tests.
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