Teaching Methodologies
Theoretical-practical classes, covering the latest theoretical developments, framed in current business practice.
Powerpoint slides, made available to students.
Use of short videos on the different items of the program, demonstrating the current reality of the activity of companies in the context of B2B
relationships.
The program contents are aligned with the learning objectives, ensuring theoretical and practical training in B2B marketing:
SC1 and SC2: Introduce fundamental concepts and customer and market analysis, in alignment with LO1 and LO2
SC3: Explores organizational behavior, promoting a critical and practical view of power dynamics and corporate culture (LO2)
SC4: Addresses the legal and ethical context, essential for responsible practices in B2B (LO3)
SC5: Enables students to create strategies that add value and support organizational planning (LO4)
SC6: Explore emerging trends such as ESG and digital transformation, ensuring the integration of innovation into marketing (LO5)
Learning Results
Learning Objectives (LO)
LO1 Define the foundations of B2B marketing and the concept of value in business relationships
LO2 Identify customer and market typologies in B2B and analyze their organizational behavior
LO3 Assess the impact of the legal and ethical context on B2B marketing strategies
LO4 Develop B2B marketing strategies aligned with organizational value and strategic planning
LO5 Explore emerging trends, such as sustainability and digital transformation, and apply them to B2B marketing
Skills/Abilities/Aptitudes (S)
S1 Explain fundamental concepts and analyze the differences between B2B and B2C marketing (LO1)
S2 Develop analyses of customers and industrial markets, considering organizational dynamics (LO2)
S3 Apply ethical and legal practices in the management of B2B strategies (LO3)
S4 Create strategies that reflect organizational value and promote innovation (LO4)
S5 Use analytical tools to integrate sustainability and digitalization in B2B (LO5)
Program
1 Fundamentals of B2B Marketing
1.1 Concept of value and differences between B2B and B2C
1.2 Relevance of B2B in global chains
2 Customers and Markets
2.1 Typology of business customers
2.2 Industrial and digital markets
3 Organizational Behavior
3.1 Decision making and power dynamics
3.2 Impact of corporate culture
4 Legal and Ethical Context
4.1 Commercial law and compliance
4.2 Implications for B2B marketing
5 B2B Marketing Strategy
5.1 Strategic planning
5.2 Organizational value creation
6 Emerging Trends
6.1 Sustainability and ESG
6.2 Digital transformation and automation
Internship(s)
NAO
Bibliography
PRINCIPAL
Blythe, J and Zimmerman, A (2022), Business to Business Marketing Management, A Global Perspective (4th ed), Routledge
Morgado, A V (2019) Marketing B2B: Uma abordagem prática em mercados industriais Actual Editora
COMPLEMENTAR
Vitale, R Giglierano, J and Pfoertsch, W (2011), Business to Business Marketing: Analysis and Practice, International edition, Pearson
Anderson, J C, Narus, J A, & Narayandas, D (2009) Business Market Management: Understanding, Creating, and Delivering Value (3rd Ed)
Pearson
Brennan, R, Canning, L, & McDowell, R (2024) Business-to-Business Marketing (6th ed) SAGE Publications
Ellis, N (2010) Business-to-Business Marketing: Relationships, Networks and Strategies Oxford University Press
Hutt, M D, & Speh, T W (2024) Business Marketing Management: B2B (13th Ed) Cengage Learning
Wind, Y, & Mahajan, V (2002) Digital Marketing for B2B Pearson
Grewal, R, & Lilien, G L (2012) Handbook of Business-to-Business Marketing Edward Elgar Publishing