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 (Autumn semester)
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 PER 21, Room D230 30.09.2022 13:15 - 16:00 Cours PER 21, Room D230 07.10.2022 13:15 - 16:00 Cours PER 21, Room D230 14.10.2022 13:15 - 16:00 Cours PER 21, Room D230 21.10.2022 13:15 - 16:00 Cours PER 21, Room D230 28.10.2022 13:15 - 16:00 Cours PER 21, Room D230 04.11.2022 13:15 - 16:00 Cours PER 21, Room D230 11.11.2022 13:15 - 16:00 Cours PER 21, Room D230 18.11.2022 13:15 - 16:00 Cours PER 21, Room D230 01.12.2022 16:15 - 19:00 Cours PER 21, Room A230 02.12.2022 13:15 - 16:00 Cours PER 21, Room D230 09.12.2022 13:15 - 16:00 Cours PER 21, Room D230 16.12.2022 13:15 - 16:00 Cours PER 21, Room D230 23.12.2022 13:15 - 16:00 Cours PER 21, Room D230 -
Assessments methods
Evaluation continue et examen écrit - SA-2022, Session d'hiver 2023
Date 12.01.2023 14:00 - 15:30 Assessments methods By rating Descriptions of Exams Continuous evaluation with 90 minutes written evaluation
Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website).
Written exam - SP-2023, Session de rattrapage 2023
Assessments methods By rating Descriptions of Exams 90 minutes written evaluation
Re-take exam only
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Assignment
Valid for the following curricula: BeNeFri - Sciences économiques et sociales
Version: 2018/SP_V01_SES_BeNeFri
Course > Master course offering for BeNeFri Students
Complementary learnings in SES or mobility students
Version: ens_compl_ses
Mster 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_V02
Courses - 60 ECTS > Option Group > Information Management > Cours > Modules management > MAR: Marketing
Ma - Business Communication : Management - 90 ECTS
Version: 2022/SA_V02
Courses - 60 ECTS > Chosen Option > Management > 30 ECTS parmi les modules : > MAR: Marketing
Ma - Business Informatics - 90 ECTS
Version: 2020/SA-v01
Classes - min. 45 ECTS > Modules management - max. 15 ECTS > MAR: Marketing
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_V04
Le choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Business Economics > Elective courses in Business Economics > Wahlkurse der SES-Fakultät - max. 15 ECTS > SES Master level coursesLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Sustainable Development and Social Responsibility > Elective courses in Sustainable Development and Social Responsibility > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level coursesLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Public Economics and Policy > Elective courses in Public Economics and Policy > Elective courses of the SES Faculty - max. 15 ECTS > SES Master level coursesLe choix de l'option se fait par l'inscription au premier cours dans l'une des options possibles. > Quantitative Economics > Elective courses in Quantitative Economics > Courses from the SES faculty - max. 15 ECTS > SES Master level coursesCourse selection for the Master WITHOUT options > Elective courses > Elective courses of the SES Faculty - 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 > 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
Ma - International and European Business - 90 ECTS
Version: 2021/SA_V01
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 coursesCourses > Modules > One complete module taken from the following list > Groupe d'élément de validation du Module MAR > MAR: Marketing
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 > 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 > 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 > MAR: Marketing
MiMa - Gestion d'entreprise - 30 ECTS
Version: 2021/SA_V01
Elective courses - 30 ECTS > MAR: Marketing