10.1.12 HB61 International Business- to- Business Marketing

Objectives
The student will develop his/her strategic thinking and learn to apply strategies both to introducing products and to creating customer relations and developing customer relationships in international business-to-business markets.

Content
Strategic Marketing Plan / Connection to Strategies at Company Level and to Competitive Advantage at Business Level / Growth Strategy and Degree of Adaptation to Target Markets and Key Accounts / Implementation of Marketing Strategies within Business-to-Business Context with Integrated Marketing Decisions

Method
Lectures, exercise, examination

Semester
Term 1 and 4

Objectives
The student will deepen his/her understanding of customer relationships and their management. The student will be able to develop his/her understanding of planning, evaluating and developing customer processes and the usage of related IT-systems. The student will develop his/her abilities to work as key account manager.

Content
Key Account Management / Customer Process; Value Chain at Organisational Level and at Operational Level / Management and Marketing Information Systems as Process Management Tools / Information Systems for Customer Relationship Management / Performance, Productivity and Profitability / Performance and Quality Indicators / Benchmarking / Profitability of Customer Relationships

Semester
Term 1

Objectives
The student will become familiar with the principles of Project Management. He/she will be able to plan and manage projects.

Content
Project Practices according to the ISO 10006 Guidelines For Project Management Standard / Selecting Project and Negotiating Project Agreement / Project Management; time-, resource- and cost management / Project Risk Management / Internal and External Communication Related to Project / Development of Project Organisation

Semester
Term 2 and 4

Objectives
The student will become familiar with different qualitative research methods and the possibilities and restrictions related to different methods. The student will deepen his/her knowledge of one particular research method and use it in research related to b-to-b marketing.

Content
Defining and Narrowing Research Problem / Selecting Sources of Information / Qualitative Research Methods and Their Utilisation / Research Practices

Semester
Term 1

Objectives
The student will be able to create a development strategy for customer relationships on different customer groups. The student will be able to build a customer-based service system and use it in business processes. The student will be able to assess the long term value of the customer relationship.

Content
Designing the Customer Relationship Programme / Communication Methods in Support of the Development of Customer Relationships / Research on Customer satisfaction and its Use / Service System and Customer Relationship Programme as Competitive Advantage

Method
Lectures, assignments, examination

Prerequisites
HB1604 Establishing Customer Relationship

Semester
Term 2 and 4

Objectives
The student will become familiar with the special features of international b-to-b marketing communication at both theoretical and practical levels. The student will be able to utilise both communication mix and communication process within international communication in multicultural operating environment. He/she will understand the role of publicity and communication in global PR. He/she will understand the significance of partnership and network concepts and the restrictions imposed by competition law on the global markets.

Content
Strategic B-to-B Marketing Communication / B-to-B Marketing Communication Mix / Publicity /Communication / Public Relations / Sponsoring / Networking / Competition Law

Semester
Term 1

Objectives
The student will be familiar with factors contributing to successful sales in international context and will develop skills in sales negotiations. The student will be familiar with the multicultural negotiation process and negotiation strategies and will be able to develop his/her personal negotiating style.

Content
Planning International B-to-B Negotiations / Managing the Negotiating Process (opening, signals, argumentation, negotiation, closing sales) / Post Sales Work / Consultative Selling

Semester
Term 2

Objectives
The student will develop his/her understanding of sales as a process, including information sourcing, pricing strategies and practices, bid management and contracting in the global market. He/she will become familiar with the practices and documentation related to the supply chain and will be able to take into consideration the requirements of effective and economical operations and good customer service accordingly.

Content
Customer Information Sourcing as Process / Pricing Strategies and Policies / Cost Factor in Pricing for Global Markets / Bidding Process and its Management / Trade Within the EU / Financing Exports / Imports / Financial Risk Management / Documentation / Customs Procedure / Distribution and Related Risks in Foreign Trade

Semester
Term 1

Objectives
The student will understand the role and importance of supply chain management in business. The student will improve his/her knowledge in global sourcing and practices related to purchasing and he/she will understand the different ways to support sales and marketing through different distribution channels. The student will understand the role of sales forecast and how it is linked to supply chain management, buying process and delivery chain management.

Content
Supply Chain Management / Organisational Buying Process / Delivery Chain Management / Objectives and Financial Impact / Interaction with Other Processes / Measuring Performance / Organisational Demand Analysis

Semester
Term 3

Objectives
The student will understand the concept of environmental marketing and will be able to utilise the environmental development work by the organisation as a tool in the customer process. He/she will be able to draw an environmental marketing plan and measure performance in environmental marketing.

Content
oncept of Environmental Marketing: Strategies, Objectives, Tools / Regulation and Ethical Norms Governing Environmental Marketing / Environmental Marketing Plan / Performance Measurement

Objectives
The student will be familiar with desktop and publishing programmes. He/she will be able to produce and modify both pictures and drawings. The student will be able to produce a publication with pictures and text.

Content
Picture Elements / Colours / Cutting and Layout / Depth / From Idea to a Printable File / Graphic Programs

Semester
Term 4

Objectives
The student will be familiar with Balanced Scorecard as a tool to monitor and manage company performance and to communicate strategy. He/she will understand how B.S. can be used to clarify strategy, to build consensus in the management team and to implement strategic change. He/she will be able to use B.S. to follow-up company performance against set targets.

Content
Balanced Scorecard / Strategic Performance Management / Indicators / Implementation / Information System

Semester
Term 2 and 4

Objectives
The student will become familiar with the basic concepts of image and brand management and will understand the meaning of a brand on global markets in customer and also in b-to-b marketing. The student will have the skills to analyse, build, develop, sustain and to follow-up brands.

Content
Brand Management as Part of Company Strategic Management /What Makes a Brand Strong? / Brand Identity, Brand Strategies, Measurement, Brand Equity, Brand Extension / Brand Building as a Process

Method
Lectures, assignment, examination

Semester
Term 3

Objectives
The student will deepen his/her understanding of advertising in international b-to-b markets. He/she will be able to plan and execute an advertising campaign and to assess the success of a campaign.

Content
Advertising in B-to-B markets / Objectives, Channels, Costs / Supranational vs Cultural Sensitive Advertising / Competition and Profile-Build-Up / Selecting Advertising Agency (global vs local) / Assignment / Co-operation / Follow-Up

Semester
Term 2

Objectives
The student will participate in planning, executing and supervising a Trade Fair project with the client / partner organisation.

Content
Trade Fairs – Commercial Objectives / Planning and Budgeting Trade Fair Project / Building Trade Fair Stand / Product Promotion at the Stand / Post-Sales Marketing / Costs and Benefits / Follow-Up

Course description, see HB30 One World – Many Markets.

Objectives
The student will become familiar with the essential features of Russian business environment (economic, commercial, cultural, legal).

Content
Russian Market Economy / Business Culture in Russia / Export Marketing to Russia / Financing / Logistics / Risk Management /Judicial Issues / Organisations Related to Trade with Russia

Semester
Term 1

Objectives
The student will understand the role of Baltic states in the economy of the Baltic Rim and the special features of each country.

Content
Baltic Economies / From the Hanseatic League to EU – Historic Review / Cultural Characteristics / How to Do Business in the Baltic Countries?

Semester
Term 2

The gap between traditionally operating organisations and network knowledge companies is deepening and broadening. For the traditionally operating organisation, the worst possible thing is to get a network knowledge company as its competitor. Network knowledge companies are similarly superior within traditional and modern industries. Such companies as Nokia, Aaker, Hennes & Mauritz and IKEA are typical examples of Nordic network knowledge companies.

Objectives
The student will become familiar with the principles of network knowledge and learn to understand why the star companies of network knowledge achieve fundamentally better economical results than their traditionally operating competitors. The student learns to adapt the key principles of network knowledge in real case-companies or organisations.

Content
Why Networks Become Common / Traditional Models of Company Co-operation / Special Applications of Co-operation Models / From Co-operation to Value Chain Thinking / Knowledge Management in the Value Chain Command / Special Characteristics of Star Networks / Case Examples of Network Knowledge Companies

Semester
Term 2

Objectives
The student will master evaluation and assessment of the cost efficiency of customer processes and customer profitability and will know how to draw conclusions that will add to customer values. He/she will understand the importance of evaluating different customers.

Content
Profitability of Customer Base, Causes of Cost, Operations with Additional Value, Customer Profitability and Level of Service /Integrated Follow-Up System / Analysing Customers at Different Stages of Customer Relationships / Improving Profitability of Customer Processes

Method
Lectures, assignment/case, examination

Semester
Term 2