Customer Management in Forest Based IndustryLaajuus (5 cr)

Objectives

The student knows
- the demand and offer of paper and paperboard products and other bioproducts like pulp in Europe and global
- the indicators effecting in demand of paper and paperboard products and other bioproducts
- the global trade channels of pulp, paper and paperboard
- the main documents of foreign trade
- the main risks of foreign trade
- the Incoterms clauses of terms of delivery
- the content of Busines to Busines marketing
- the content, targets and benefits of customer relationship marketing
- the marketing mix of paper busines
- the role of green marketing in paper business

Content

Aims and contents of B-to-B marketing
- Marketing strategies of paper industry
- Competitive weapons of customership marketing: products, pricing, availability and marketing communication
- Managing customer relationships and committing customers to a company
- Customer service in paper industry
- International paper trade: annual agreements, offers, terms of payment, Incoterms, customs and currencies.
- Global Bioproduct industry: recycled fibre resources, pulp and paper production capacity in each continent
- Paper and paperboard demand predictions and indicators

Prerequisites

Business Operations and Entrepreneurship