Paper Marketing and Customer Relation ManagementLaajuus (5 cr)

Objectives

The students know the characteristics and challenges of paper industry and B-to-B marketing as well as the benefits of customership marketing. They know the customer chains of different papers. The students know the customer-based product development. They know the EU trade and characteristics of trade outside EU. The students are familiar with the raw fibre materials of the world, production capacity pf pulp and paper as well as the demand predictions and their indicators. The course strengthens the students’ professional development.

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 and how to apply them in the products and product development of paper industry. 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. World’s forestry, recycled fibre resources, pulp and paper production capacity in each continent, paper demand predictions and indicators.