B2B Marketing

1. Intended learning outcomes of the curricular unit
The course aims to:
– Present and discuss the differences between B2B and B2C markets;
– Present and discuss the basic conceptual tools in the context of Marketing Business to Business;
– Evaluate the nature and role of relationships as part of the resource base of companies, understanding,
creation and value creation in order to understand and influence the mechanisms for creating and delivering
value to the buyer organization;
– Develop skills to understand the decisions of marketing and purchasing in B2B companies, to develop, in students, skills
of analysis and decision on the main variables of marketing in an integrated process of
organizational management;
– Know how to incorporate the relationships and networks in developing the marketing strategy of companies;
– Encourage and develop the capacity for critical analysis in order to encourage research in the area.

1. Marketing Business to Business (characteristics of organizational markets, organizational buying process
and value)
2. B2B relationships (relationships, offering design, understanding of customers)
3. Marketing B2B in a network context
4. Management of Relationships

NAO

Anderson, J. e Narus, J. (2004) Business Market Management: Understanding, Creating, and Delivering Value,
2nd edn. Prentice-Hall, New Jersey.
Ford, D., Gadde, L.-E., Håkansson, H. e Snehota, I. (2003) Managing Business Relationships, 2nd edn. John
Wiley, Chichester.