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2012/2013  KAN-CM_A114  Business-to-Business Marketing

English Title
Business-to-Business Marketing

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period Autumn, Spring
Changes in course schedule may occur
Tuesday 13.30-15.10, week 6
Tuesday 13.30-17.00, week 7-13
Time Table Please see course schedule at e-Campus
Max. participants 100
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jens Geersbro - Department of Marketing
  • Thomas Ritter - Department of Marketing
  • Thomas Ritter - Department of Marketing
Administration: Carina Vanidad Jessen (cj.marktg@cbs.dk)
Main Category of the Course
  • Marketing
Last updated on 16-10-2012
Learning objectives
  • Identify a relevant case suitable for applying theories and models from the course
  • Identify relevant theories and models to describe and solving a case
  • Adapt relevant theories and models to the specific case
  • Structure and analyze data by using adapted theories and models
  • Draw conclusions from the analysis and communicate clearly the implications of the analysis.
Students should have completed a general marketing introduction course.
Individual Project, 15 pages
Business-to-Business Marketing:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Autumn Term and Spring Term, See e-campus for details on the exam-dates
Aids Open Book, Written and Electronic Aid is permitted
Duration Please, see the detailed regulations below

Students must find and define a relevant case and analyze the case using and adapting theories and models from the course. It is important that data is structured and analyzed and the conclusion of the analysis is drawn in a comprehensive and clear way.
Open book
Course content

It is the aim of this course to provide the students with a comprehensive view of the challenges in managing business marketing. As such, the course provides an opportunity for students to:
(a) deepen their understanding of business-to-business marketing,
(b) gain an appreciation of the linkages between marketing and other functional areas, and
(c) develop insights into the global scope of business to business marketing.

The structure of this course reflects our belief that these objectives are best accomplished through rigorous analysis of a large number of business marketing situations, guided by certain fundamental concepts and leavened by an exposure to marketing literature that reports on recent empirical research and conceptualizations. Balanced with concepts and research, the course content is biased towards developing a decision-making orientation among the course participants, anchored in theory and empirical research. More specifically, the focus of the course is management of the levers available in business marketing, management of the marketing function, and management of the interfaces with other functional areas, such as manufacturing, R&D, finance, IT, human resources, as well as vendors and customers. The foundation for the course is the marketing management paradigm that will be used to deepen the participant’s understanding of marketing tools. These marketing tools will be examined in the context of managerial decisions, including critical interface issues.

Teaching methods
There will be lectures to clarify certain areas, elaborate on and supplement some topics, explain approaches and techniques, and respond to questions from students.

Various chapters and some outside articles will be assigned for reading. Certain segments of each class session will be used for class discussion, questions, and student observation concerning these readings.

Various cases are assigned for analysis and discussion. The success of case discussion depends upon the active participation of each student and student group. This involves communication, not only from instructor to students, but more importantly, between individual students and from student to instructor.
Expected literature

Indicative literature:

Anderson, James C., Håkan Håkansson, and Jan Johanson (1994), "Dyadic Business Relationships within a Business Network Context", Journal of Marketing, 58 (4), 1-15.

Blois, Keith (1998): Don’t all firms have relationships? Journal of Business and Industrial Marketing, Vol. 13 (3), pp. 256-270.

Coviello, Nicole E., Roderick J. Brodie, Peter J. Danaher and Wesley J. Johnston (2002), "How firms relate to their markets: an empirical examination of contemporary marketing practices," Journal of Marketing,Vol. 66 (July), pp. 33-46.

Day, George S. (2000), “Managing market relationships,” Journal of the Academy of Marketing Science, Vol. 28 (1), pp. 24-30.

Dolan, Robert J. (1995), “How do you know when the price is right?” Harvard Business Review, Vol. 73 (September/October), pp. 174-183.

Dwyer, F. R., Paul H. Schurr, and Sejo Oh (1987), "Developing Buyer-Seller Relationships", Journal of Marketing, 51 (2), 11-27.

Ford, David (1980), "The Development of Buyer-Seller Relationships in Industrial Markets", European Journal of Marketing, 14 (5/6), 339-54.

Freytag, Per Vagn and Clarke, Ann Højbjerg (2001), “Business to business market segmentation,” Industrial Marketing Management, Vol.30 (August), pp. 473-486.

Håkansson, Håkan and David Ford (2002), "How should Companies Interact in Business Networks?", Journal of Business Research, 55 (2), 133-9.

Håkansson, Håkan and Ivan Snehota (1989), "No Business is an Island: The Network Concept of Business Strategy", Scandinavian Journal of Management, 5 (3), 187-200.

Sharm, Arun, Krishnan, R. and Grewal, Dhruv (2001), “Value creation in markets: A critical area of focus for business-to-business markets,” Industrial Marketing Management, Vol. 30 (June), pp. 391-402.

Rangan, V. Kasturi, Moriarty, Rowland T. and Swartz, Gordon S. (1992), “Segmenting customers in mature industrial markets,” Journal of Marketing, Vol. 56 (October), pp. 72-82.

Ritter, Thomas (1999): The networking company: antecedents for coping with relationships and networks effectively. Industrial Marketing Management, Vol. 28 (5), pp. 467-479.

Walter, Achim (1999): Relationship promoters: driving forces for successful customer relationships. Industrial Marketing Management, Vol. 28 (5), pp. 537-551.

Walter, Achim; Thomas Ritter & Hans Georg Gemünden (2001): Value creation in buyer-seller relationships - theoretical considerations and empirical results from a supplier's perspective. Industrial Marketing Management, Vol. 30 (4), pp. 365-377.

Webster, F. E. Jr. & Y. Wind (1972): “A general model for understanding organizational buying behavior”. Journal of Marketing, Vol. 36 (2), pp. 11-19.

Last updated on 16-10-2012