In almost every advanced economy, for example, in Finland, the business-to-business (B2B) markets hold a prominent position, and represent more than 50% of the total economic output. Marketing in these markets are often different than in consumer markets, as B2B markets are characterized by a relatively low number of suppliers and customers, strong and longer-term relationships, extended sale cycles, value-oriented transactions, and complex decision-making processes. To develop students’ knowledge of B2B marketing, this course will focus on B2B specific marketing strategies, contemporary digitalized tools and techniques, the relationship-oriented nature of these markets, various sales approaches, and B2B pricing.
- Teacher: Mekhail Mustak
- Teacher: Pekka Saarikorpi