[Forside] [Hovedområder] [Perioder] [Udannelser] [Alle kurser på en side]
The purpose of B2B relationship marketing is to give the students knowledge into how the classic marketing perspective and relations marketing prospect leads to various exchange.
The course starting to present the classic marketing strategy: market → segment → customer behavior → competitor analysis → differentiation → positioning → Marketing mix (productfeatures, price, channel of distribution and promotion) → marketing → implementation → control and corrective action. Focus here is on to find the most lucrative segment and then reconcile matched between the customer's needs and our internal core competences, resources and capability, expressed by our product offering. Specifically requested the distribution channel and market communication channel used to create availability and awareness about our product. Trade is characterized by covert operations on market conditions and the company seeking maximizing profits and market expansion.
Then introduced relations the prospect with focus on:
We will focus on, that trade between the two companies is based on a long-term relationship, where both parties are equal and active, and which is so integrated in each other, that they have taken over parts of each other's business and created a relationship of dependency through up economic and social ties. This link creates a mutual More-benefit both parties. Our "COMPETITIVE ADVANTAGE" is here that competitors are struggling to break this long-standing and loyal "marriage". We will go on indefinitely refine and adapt our business processes and come up with new innovative solutions both in terms of technology and reduction in price, which can strengthen cooperation to minimise both transaction costs as unit costs. But we will also review, how this trade strategy may lead to failure adaptability.
We will in the course especially grow segmenting theory and distribution channel theory to be able to achieve a lucrative business creation with the possibility of product and market expansion, in which we can create a durable competitive advantage with difficult plagiating business processes.
As a special variant of marketing, we will clarify export strategies and international business marketing. The above theories may have the character of incremental adaptation of the marketing to foreign markets. We will therefore be lifted the veil of more strategic and radical marketing measures based on innovative business concepts, which includes a relations perspective and opportunity identification.
At the end of the course we will concentrate on social capital and network theory, with a view to gain access to customers through "Backdoor" marketing. We will sit strongly resembling estimated from psychology, sociology, anthropology, social capital and network theory.
Following the completion course is the students in a position to data its customers and select the right distribution channel and find an appropriate relations strategy for each segment. The students will have a framework around cooperation relations models, social capital and network theory.
Danish:
-
-
Danish:
En vekselvirkning mellem holdundervisning hvor teori doseres, selvstændig indsamling af videnskabelige artikler/bøger, forberedelse af egne gruppeindlæg, udarbejdelse af minirapport og koordination og inddragelse af fagområdet med 6. LOOP projektet
Holdundervisning 35 %
Selvstudie 20 %
Gruppearbejde 25 %
Case og gruppefremlæggelser 20 %
Ved semesterstart, aftaler grupperne indholdet af deres minirapport med deres faglærer. Der oprettes ca. 10 grupper. Grupperne forventes selvstændigt at søge information via lærebøger, videnskabelige artikler på Internettet/biblioteksdatabasen eller gennem samtale med faglæreren. Der skal udvælges nogle relevante artikler og modeller, som belyser fagområdet.
Danish
Danish:
Der anvendes ingen specifik lærebog. Derimod findes der på blackboard uddrag fra et stort antal lærebøger og videnskabelige artikler, som udgør pensum sammen med de artikler, som grupperne har beskrevet i deres minirapport.
Mini report and an individual oral exam.
In Danish:
Kurset evalueres ved en mundtlig eksamen på baggrund af den afleverede minirapport.
Krav til minirapport:
Minirapporten bør fylde omkring 15 sider. Minirapporten skal have følgende formelle indhold:
Afleveringsdato for minirapporten fremgår af Undervisningsplanen. Minirapportens indhold skal være afstemt med faglæreren. Gruppen har gennem teorivalget i minirapporten mulighed for at påvirke det emne, som der eksamineres i. Dog må gruppen forvente, at der også vil blive inddraget teori fra pensum i eksaminationen.
Man eksamineres derfor som udgangspunkt i det fag, man har skrevet minirapporten i, men det forventes, at man kan redegøre for hele fags indhold til eksamen.
Eksamen er individuel, hvor de studerende overhøres i ca. 15 minutter. Efter samtlige i gruppen har været inde til individuel overhøring gives en individuel karakter. Minirapporten tæller med i bedømmelsen.
Der anvendes ekstern censor ved eksamen.
