YMAA2230 B2B Marketing and Sales (6 op)

Opinnon taso:
Aineopinnot
Arviointiasteikko:
0-5
Suorituskieli:
englanti
Vastuuorganisaatio:
Jyväskylän yliopiston kauppakorkeakoulu
Järjestävä organisaatio:
Jyväskylän yliopiston kauppakorkeakoulu, Avoin yliopisto
Opetussuunnitelmakaudet:
2024-2025, 2025-2026, 2026-2027, 2027-2028

Avainteksti

This course explains how customer value is created and communicated in business markets.

Kuvaus

This course covers topics such as organizational buying behavior, formation of value propositions, and effective communication of value through value-based selling techniques. We will also discuss more focused topics, such as, how the changing conceptualization of customer value has led to the emergence of service intensive business models in business-to-business markets and how customer success management can be used as a relationship management tool. This course incorporates a teaching case, which allows students to practice applying the key concepts discussed during the course to address a practical managerial challenge. 

Osaamistavoitteet

This course provides students with insights into the unique characteristics of business-to-business markets. After attending this course, the student understands how firms create competitive advantage in business markets through developing and communicating customer value-based business strategies, and can apply this knowledge to address managerial challenges in simulated decision-making situations. 

Lisätietoja

This course is taught every other year in the fall period (2025, 2027). It's primarily offered to marketing majors and open to others if space allows. Teaching is mainly online.


Avoin yliopisto: suomi tai englanti. Kurssi tarjolla avoimessa yliopistossa 2026.

Esitietojen kuvaus

JSBE: YTTP1120 Markkinoinnin perusteet / YTTP2120 Introduction to Marketing, suositeltuina esitietoina Liiketoimintaosaamisen perusopinnot / Basic Business Studies.

Avoin yliopisto: pakollisina esitietoina YTTP1120 Markkinoinnin perusteet, suositeltuina esitietoina Liiketoimintaosaamisen perusopinnot.

Pakolliset esitiedot

Suositellut esitiedot

Oppimateriaalit

Course text book, teaching case, lectures

Kirjallisuus

  • Hutt, M., Speh, T., & Hoffman, D. (2023). Business Marketing Management: B2B, 13th edition. Cengage.

Suoritustavat

Tapa 1

Kuvaus:
Exam, case assignment completed in groups
Arviointiperusteet:
Exam 70%, Case assignment completed in groups 30%
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Suoritustapojen osat
x

Osallistuminen opetukseen (6 op)

Tyyppi:
Osallistuminen opetukseen
Arviointiasteikko:
0-5
Arviointiperusteet:
<p>Exam 70%, Case assignment completed in groups 30%</p>
Suorituskieli:
englanti
Työskentelytavat:

Participation in lectures, completion of group assignment

Oppimateriaalit:

Course text book, teaching case, lectures

Kirjallisuus:
  • Hutt, M., Speh, T., & Hoffman, D. (2023). Business Marketing Management: B2B, 13th edition. Cengage.
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