Study Guide

Objectives (course unit)

The student knows the common theories of business to business marketing (B2B Marketing) and the special characteristic of B2B marketing in forest and chemical industry. The student knows the marketing-mix 4P’s model and can apply this in capital goods marketing. The student knows the market intelligence and the role of that in marketing planning. The student knows the Business Model Canvas and can use it.

Content (course unit)

Marketing know-how
Targets of customer relationship marketing
Marketing Planning
Marketing-mix: Product, Price, Place, Promotion
Customer management
Customer value
Application of Business Model Canvas
Market intelligence in the capital good business sector
Export trade documents

Assessment criteria, satisfactory (1-2) (course unit)

Knowing: recognizes the main theory of B2B marketing and understand the principle of customer management.
Doing: manages the assigned tasks under supervision/assisted and can find the basic market intelligence.
Being: can give and receive feedback, can work in a group, takes responsibility for his/her own work.

Assessment criteria, good (3-4) (course unit)

Knowing: explains different marketing concept and applies different marketing theories and practices on the tasks. Compares different marketing solutions.
Doing: applies substance matter learnt in previous studies, works process way on the tasks, limits tasks/problems to have an appropriate scope, solves problems. Uses in different ways market intelligence found.
Being: can give and receive feedback actively and constructively, can cooperate responsibly and is ready to develop his/her interaction skills. diverseakes responsibility and commits to the group activities in addition to his/her own work.

Assessment criteria, excellent (5) (course unit)

Knowing: Analyses different marketing theories and arguments well solutions of tasks.
Doing: can search for diverse solution alternatives, justify his/her choices in learning discussions and on the tasks. Can combine solution alternatives or can created new ones creatively.
Being: can cooperate responsibly, flexibly and constructively, develops his/her own and the group's interaction, works responsibly and in a committed manner considering the community and field requirements and needs.

Assessment scale

0-5