Objectives and competences
The main goal of this course is inform students with the basics of business to business marketing.
Students will get key theoretical, methodological and practical basics of marketing in business to business markets.
The students will be able to understand and conduct successful business to business marketing.
Intended learning outcomes - knowledge and understanding
Development of Knowledge and Understanding
The student
? Knowledge base: has great depth and systematic understanding of a substantial body of knowledge. Can work with theoretical / research knowledge at the forefront of the discipline at peer reviewed standards/ publication quality
? Ethical issues: can analyse and manage the implications of ethical dilemmas and work pro-actively with others to formulate solutions
? Disciplinary methodologies: has a comprehensive understanding of techniques / methodologies applicable to the discipline (theory or research-based).
Cognitive and Intellectual Skills
The student:
? Analysis: with critical awareness, can undertake analysis, managing complexity, incompleteness of data or contradictions in the areas of knowledge
? Synthesis: can synthesise new approaches, in a manner that can contribute to the development of methodology or understanding in that discipline or practice
? Evaluation: has a level of conceptual understanding and critical capacities that allows independent evaluation of research, advanced scholarship and methodologies. Can argue alternative approaches
? Application: He is independent in planning and performing tasks at a professional level and can make decisions in complex and unpredictable situations in the field of business to business marketing.
Intended learning outcomes - transferable/key skills and other attributes
Key / Transferable Skills
The student:
? Group working: can lead /work effectively with group. Can clarify task, managing the capacities of group members, negotiating and handling conflict with confidence
? Learning resources: is able to use full range of learning resources
? Management of information: can undertake innovative research tasks competently and independently
? Problem solving: can continue own professional study independently, can make use of others professionally within / outside the discipline.
Practical Skills
The student:
? Application of skills: can operate in complex and unpredictable / specialised contexts that may be at the forefront of knowledge. Has overview of the issues governing good practice
? Autonomy in skill use: can act in a professional capacity for self / others, with responsibility and largely autonomously and with initiative in complex and unpredictable situations
? Technical expertise: has technical mastery, performs smoothly with precision and effectiveness; can adapt skills and design or develop new skills / procedures for new situations.
Readings
1. Zavrsnik, B. Jerman, D.(2015) The model of marketing communications in business-to-business markets : marketing communications effectiveness. Saarbrücken: Lambert Academic Publishing.
2. Jerman, D., Završnik, B. (2018).Management marketinškega komuniciranja na medorganizacijskih trgih. Ljubljana: IBS, Mednarodna poslovna šola Ljubljana.
3. Hutt, M.D. Speh.T.W., (2004): Business Marketing Management :A Strategic View of Industrial and Organizational Markets, 8e. Thomson South-Western.
4. Vitale R.P.,Giglierano.J. (2002): Business to Business Marketing:Analysis and Practice in a Dynamic Environment. Thomson South-Western
Additional information on implementation and assessment • seminar work; 50
• oral examination 50
Student passes the exam, when each part of the examination is evaluated as positiv.
