B2B Marketing
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Teaching
Details
Faculty Faculty of Management, Economics and Social Sciences Domain Business Administration Code UE-EGE.00448 Languages English Type of lesson Lecture
Level Master Semester SA-2022 Schedules and rooms
Summary schedule Friday 13:15 - 16:00, Hebdomadaire
Hours per week 3 Teaching
Teachers Assistants Description This course provides students with solid experience in creating market-driven and market-driving strategies for the future success of a business to business firm. A focus is on discovering and developing a set of unique competencies for a B2B firm that, through strategic differentiation, leads to sustainable competitive advantage in the marketplace. Students are provided ample opportunity to develop and practice creative problem-solving and decision-making skills to simulate the requirements of today’s complex international B2B market environment.
The three key distinctive drivers in this B2B course are:
(1) A relationship marketing perspective
(2) A strategic thinking focus
(3) An international context
Training objectives At the completion of this course, students should be able to:
- · Use the key elements in developing B2B marketing strategy and planning a B2B marketing program.
- · Enhance problem-solving abilities in operational areas of B2B marketing by providing you with a set of analytical tools (i.e., frameworks, concepts, models, and techniques).
- · Present examples of how firms organize their B2B marketing efforts across a broad range of national settings to develop sales and/or share.
- · Present and defend recommendations, and critically examine others’ recommendations.
Condition of access Prérequis: Avoir suivi un cours de Marketing
Softskills No Off field No BeNeFri No Mobility No UniPop No Documents
Bibliography Dwyer, F. Robert and Tanner, John F., Jr. (2009), Business Marketing: Connecting Strategy, Relationships, and Learning, 4th edition, McGraw-Hill: Boston.
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Dates and rooms
Date Hour Type of lesson Place 23.09.2022 13:15 - 16:00 Cours 30.09.2022 13:15 - 16:00 Cours 07.10.2022 13:15 - 16:00 Cours 14.10.2022 13:15 - 16:00 Cours 21.10.2022 13:15 - 16:00 Cours 28.10.2022 13:15 - 16:00 Cours 04.11.2022 13:15 - 16:00 Cours 11.11.2022 13:15 - 16:00 Cours 18.11.2022 13:15 - 16:00 Cours 25.11.2022 13:15 - 16:00 Cours 02.12.2022 13:15 - 16:00 Cours 09.12.2022 13:15 - 16:00 Cours 16.12.2022 13:15 - 16:00 Cours 23.12.2022 13:15 - 16:00 Cours -
Assessments methods
Evaluation continue et examen écrit
Assessments methods By rating Descriptions of Exams Continouous evaluation with 90 minutes written evaluation
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Assignment
Valid for the following curricula: Complementary learnings in SES
Version: ens_compl_ses
803 - MA course offering for Mobility Students
Doc - Economics
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Economie quantitative
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Management
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Sciences sociales
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Doc - Sciences économiques et sociales
Version: 2002/SA_V01
Cours a choix > Wahlkurse UNIFR
Ma - Accounting and Finance - 90 ECTS
Version: 2021/SA_V01
Course - 72 ECTS > Minimum 0 / maximum 1 optional master course offered at the University of Fribourg, if 72 ECTS not yet reached in the above modules > SES Master level courses
Ma - Business Communication : Business Informatics - 90 ECTS
Version: 2020/SA_V01
Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > MAR: MarketingCourses - 60 ECTS > Option Group > Information Management > Cours > Modules management > EUGB: European and Global Business
Ma - Business Communication : Management - 90 ECTS
Version: 2021/SA_V01
Courses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > MAR: MarketingCourses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > EUGB: European and Global Business
Ma - Business Informatics - 90 ECTS
Version: 2020/SA-v01
Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: MarketingClasses - min. 45 ECTS > Modules management - max. 15 ECTS > EUGB: European and Global Business
Ma - Communication and Media Research - 90 ECTS
Version: 2015/SA_V01
Courses - 60 ECTS > Inter- and Transdisciplinary Perspectives > SES Master level courses
Ma - Communication and Society - 90 ECTS
Version: 2021/SA_V03
Forschungsbereiche > Forschungsbereiche > Inter- & Transdisciplinary Perspectives > SES Master level courses
Ma - Economics - 90 ECTS
Version: 2021/SA_V03
Elective courses > Wahlkurse der SES-Fakultät - max. 15 ECTS > SES Master level courses
Ma - European Business - 90 ECTS
Version: 2017/SA_v01
Courses - 63 ECTS > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES Master level coursesCourses - 63 ECTS > Modules - Min one extra module with 12 ECTS > Mandatory module > EUGB: European and Global BusinessCourses - 63 ECTS > Modules - Min one extra module with 12 ECTS > One complete module taken from the following list > MAR: Marketing
Ma - Information Management - 90 ECTS
Version: 2019/SA_V01
Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: MarketingClasses - min. 45 ECTS > Modules management - max. 15 ECTS > EUGB: European and Global Business
Ma - International and European Business - 90 ECTS
Version: 2021/SA_V01
Courses > Modules > Mandatory module > EUGB: European and Global BusinessCourses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: MarketingCourses > Additional courses: Any Master courses of the Faculty of Economics and Social Sciences, as well as maximum 9 ECTS from all Master programmes of the University. > SES Master level courses
Ma - Management - 90 ECTS
Version: 2021/SA_V01
Courses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module MAR > MAR: MarketingCourses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module EUGB > EUGB: European and Global BusinessCourses: min. 72 ECTS > Elective Courses : max. 18 ECTS > SES Master level courses
Ma - Management - 90 ECTS [MA]
Version: 2017/SA_v01
Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > MAR: MarketingCourses: min. 63 ECTS > 3 modules with min 12 ECTS each > EUGB: European and Global BusinessCourses: min. 63 ECTS > Cours facultatifs : max. 18 ECTS > SES Master level courses
Ma - Marketing - 90 ECTS
Version: 2021/SA_V02
Courses > Elective Master courses from the whole university > SES Master level coursesCourses > Groupe d'élément de validation du Module Marketing > MAR: Marketing
MiMa - Business Informatics - 30 ECTS
Version: 2020/SA_V01
Cours > Modules management > EUGB: European and Global BusinessCours > Modules management > MAR: Marketing
MiMa - Gestion d'entreprise - 30 ECTS
Version: 2021/SA_V01
Elective courses - 30 ECTS > MAR: MarketingElective courses - 30 ECTS > EUGB: European and Global Business