B2B Marketing

  • 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.
  • 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
  • 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: Marketing
    Courses - 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: Marketing
    Courses - 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: Marketing
    Classes - 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 courses
    Courses - 63 ECTS > Modules - Min one extra module with 12 ECTS > Mandatory module > EUGB: European and Global Business
    Courses - 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: Marketing
    Classes - 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 Business
    Courses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: Marketing
    Courses > 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: Marketing
    Courses: min. 72 ECTS > Modules - min 54 ECTS > Groupe d'élément de validation du Module EUGB > EUGB: European and Global Business
    Courses: 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: Marketing
    Courses: min. 63 ECTS > 3 modules with min 12 ECTS each > EUGB: European and Global Business
    Courses: 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 courses
    Courses > 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 Business
    Cours > Modules management > MAR: Marketing
    MiMa - Gestion d'entreprise - 30 ECTS
    Version: 2021/SA_V01
    Elective courses - 30 ECTS > MAR: Marketing
    Elective courses - 30 ECTS > EUGB: European and Global Business