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Avoimen yliopiston Nettiopsu

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MA14 B2B Marketing 6 op

MA032133, Markkinointi, Turun kauppakorkeakoulu


During this course students are introduced to the nature of organizational buying behavior. This has implications, for instance, on how value is created and communicated to the customer in B2B markets, and how business networks form the context for value creating activities. Case assignments completed in groups during the course will help students to apply the concepts discussed during the course to marketing practice.


The goal of the course is to provide students with insights into the unique characteristics of B2B markets, and to introduce the key theoretical concepts and managerial practices in B2B marketing. After attending the course, students have an understanding of how B2B markets differ from B2C markets, and how the unique characteristics of B2B markets guide marketing practice.


- Online lectures - Case assignments - Reflective essay


Lectures 12 hours, Case assignments 40 hours and Independent study 108 hours **Autumn semester 2020, period II (26 October - 6 December 2020)** This course is organized as a webcourse. Please check the [study guide](https://opas.peppi.utu.fi/fi/opintojakso/MA032133/21133?period=2020-2022)



Course evaluation will consist of case assignments completed in groups and a reflective essay completed individually.


Course text book: Hutt, M.D and Speh, T.W. (2017). Business Marketing Management: B2B. Boston, MA: Cengage Learning - A set of article readings


Anna Salonen


Turun yliopisto, Turku


[Education manager Merja Brunnsberg]( https://www.utu.fi/fi/avoin-yliopisto-opetus/opintoneuvonta-ja-yhteystiedot) [Student services secretary Elina Iso-Ilomäki]( https://www.utu.fi/fi/avoin-yliopisto-opetus/opintoneuvonta-ja-yhteystiedot) avoin-tse[at]utu.fi


Ilmoittautuminen on päättynyt.


90,00  €

Payment for studies should be paid within 24 hours after the registration using online bank or otherwise the registration is cancelled. In case an online net bank payment is not possible, the student must contact Student Services Secretary in advance before registration (we charge 15 euros extra for paper invoice).

Edeltävät opinnot

opiskelijalla tulee olla MAY Markkinoinnin perusteet -kurssi suoritettuna ennen tälle kurssille osallistumista