Study Guide

Learning outcomes

Student understands customer's buying process in both B-to-C and B-to-B business environment and knows how to plan operations of value creation and marketing accordingly.

Implementation and methods of teaching

Contact teaching on campus
Compulsory group works and/or individual assignments (announced at the beginning of the course)
Written exam

Timing and attendance

Lessons on campus according to timetable in TimeEdit
Compulsory participation on first lessons
Compulsory participation on assignment presentations (announced at the beginning of the course)

Learning material and recommended literature

Lecture material delivered on course Moodle

Exam retakes

Course exam at the end of the course on last lessons
Reexams autumn 2022, dates announced at the beginning of the course

Learning environment

Campus, Moodle

Student time use and work load

4 credits = 108 hours of student's work
Lessons 50%
Assignments 10%
Independent individual learning 40%

Contents

Different motivations of consumer and organisational buyers. Strategy formulation for approaching consumer and organisational buyers. Recognising the importance of relationship management.

Additional information for students: previous knowledge etc.

Principles of Marketing or respective knowledge

Assessment criteria

Written exam graded 0-5, assignments graded passed/not passed

Assessment scale

1-5

Failed (0)

Failing to reach the level 1 according to the evaluation criteria

Assessment criteria: level 1 (assessment scale 1–5)

1 = Student has basic knowledge of differences of consumer and business buying behaviour.

Assessment criteria: level 3 (assessment scale 1–5)

3 = Student has good knowledge about both consumer and business buying behaviour and understands how this affects companies' marketing strategies

Assessment criteria: level 5 (assessment scale 1–5)

5 = Student has excellent knowledge and understanding of customer buying behaviour and is able to utilise this knowledge in company marketing.