4.1.3 AE6 SPECIALISATION STUDIES

4.1.3.1 AE61 International Business-to-Business Marketing 20 (22) CR in Espoo

(Managing International B-to-B Interaction, Relationships and Networks) The student will be able to plan and execute b-to-b marketing in different market areas and in different cultural environments as part of business processes. He/she will understand the significance of internal and external communication and the impact of culture in communication. He/she will develop his/her communication and negotiation skills. The student will be able to seek and analyse information on different market areas. He/she will know how to create and develop customer relations, and will understand that customer relationship covers the entire supply chain. The student will become familiar with the principles of partnership and networking. The student will be able to successfully administer sales and bid management - preparing and managing the bids, sales negotiations, closing the sales, assessing customer profitability.

AE610 Planning and Developing Business Processes and Customer Relations 12 CR

AE6100 Strategic Marketing in International Markets 2 CR compulsory  AE6101 Assessing and Developing International Customer Processes 4 CR compulsory  AE6102 Project Management 2 CR compulsory  AE6103 Research Methods Supporting Business-to-Business Marketing 2 CR compulsory  AE4500 Developing Customer Relationship 2 CR compulsory

AE6100 Strategic Marketing in International Markets 2 CR

Objectives The student will develop his/her strategic thinking and learn to apply strategies both to introducing products and to creating customer relations and developing customer relationships in international business-to-business markets . Content Strategic Marketing Plan/Connection to Strategies at Company Level and to Competitive Advantage at Business Level./Growth Strategy and Degree of Adaptation for Target Markets and Key Accounts/Implementation of Marketing Strategies within the Business-to-Business Context with Integrated Marketing Decisions

AE6101 Assessing and Developing International Customer Processes 4 CR

Objectives The student will deepen his/her understanding of customer relationships and their management. The student will be able to develop his/her understanding of planning, evaluating and developing customer processes and the usage of related IT-systems. The student will develop his/her abilities to work as key account manager. Content Key Account Management/Customer Process; Value Chain at Organisational Level and at Operational Level/Management and Marketing Information Systems as Process Management Tools/Information Systems for Customer Relationship Management/Performance, Productivity and Profitability/ Performance and Quality Indicators/Benchmarking/ Profitability of Customer Relationships

AE6102 Project Management 2 CR

Objectives The student will become familiar with the principles of project management. He/she will be able to plan and manage projects. Content Project Practices according to the ISO 10006 Guidelines For Project Management Standard/Selecting Project and Negotiating Project Agreement/Project Management; time- resource- and cost management/Project Risk Management/ Internal and External Communication Related to Project/ Development of Project Organisation

AE6103 Research Methods Supporting Business-to-Business Marketing 2 CR

Objectives The student will become familiar with different qualitative research methods and the possibilities and restrictions related to different methods. The student will deepen his/her knowledge of one particular research method and use it in research related to b-to-b marketing. Content Defining and Narrowing Research Problem/Selecting Sources of Information/Qualitative Research Methods and Their Utilisation/Research Practices

AE4500 Developing Customer Relationship 2 CR

Objectives The student will be able to create a development strategy for customer relationships on different customer groups. The student will be able to build a customer-based service system and use it in business processes. The student will be able to assess the long term value of the customer relationship. Content Designing the Customer Relationship Programme/Communication Methods in Support of the Development of Customer Relationships/Research on Customer satisfaction and its Use/Service System and Customer Relationship Programme as Competitive Advantage

AE611 Managing Interaction and Encounters 6 CR

AE3502 Cultural Crossings 2 CR compulsory  AE6110 B-to-B Marketing Communication 2 CR compulsory  AE6111 Sales Negotiations 2 CR compulsory

AE3502 Cultural Crossings 2 CR

Course description, see One World – Many Markets AE3502

AE6110 B-to-B Marketing Communication 2 CR

Objectives The student will become familiar with the special features of international b-to-b marketing communication at both theoretical and practical levels. The student will be able to utilise both communication mix and communication process within international communication in multicultural operating environment. He/she will understand the role of publicity and communication in global PR. He/she will understand the significance of partnership and network concepts and the restrictions imposed by competition law on the global markets. Content Strategic B-to-B Marketing Communication/B-to-B Marketing Communication Mix/Publicity/Communication/Public Relations/Sponsoring/Networking/Competition Law

AE6111 Sales Negotiations 2 CR

Objectives The student will be familiar with factors contributing to successful sales in international context and will develop skills in sales negotiations. The student will be familiar with the multicultural negotiation process and negotiation strategies and will be able to develop his/her personal negotiating style. Content Planning International B-to-B Negotiations/Managing the Negotiating Process (opening, signals, argumentation, negotiation, closing sales)/Post Sales Work/Consultative Selling

AE6120 Successful Sales Practices 4 CR

Objectives The student will develop his/her understanding of sales as a process, including information sourcing, pricing strategies and practices, bid management and contracting in the global market. He/she will become familiar with the practices and documentation related to the supply chain and will be able to take into consideration the requirements of effective and economical operations and good customer service accordingly. Content Customer Information Sourcing as Process/Pricing Strategies and Policies/Cost Factor in Pricing for Global Markets /Bidding Process and its Management/Trade Within the EU /Financing Exports/Imports/Financial Risk Management /Documentation/Customs Procedure/Distribution and Related Risks in Foreign Trade

4.1.3.2 AE73 Optional Studies Related to International B-to-B Marketing

Optional studies are available as study entities covering special areas of activities. The student may choose whole entities, some courses from several entities, or their substituting studies, according to his/her personal study plan.  CURRENT ISSUES 8 CR  AE7320 Environmental Marketing 2 CR optional  AE7306 eCommerce 2 CR optional  AE7333 Desktop and Publishing Programs 2 CR optional  AE7322 Balanced Scorecard 2 CR optional

AE7320 Environmental Marketing 2 CR

Objectives The student will understand the concept of environmental marketing and will be able to utilise the environmental development work by the organisation as a tool in the customer process. He/she will be able to draw an environmental marketing plan and measure performance in environmental marketing. Content Concept of Environmental Marketing: Strategies, Objectives, Tools/Regulation and Ethical Norms Governing Environmental Marketing/Environmental Marketing Plan/Performance Measurement

AE7306 eCommerce 2 CR

Objectives The student will understand the possibilities and challenges opened up to business by the electronic commerce and the ways eCommerce changes (and does not change) business. Content What is Electronic Commerce?/Impact of Electronic Commerce to Business Processes/Challenges of Electronic Commerce /Value Creation (organisations from different branches) /Success Factors/Future/Methods of Electronic Trade /Considerations in Implementation/eMarketing

AE7333 Desktop and Publishing Programs 2 CR

Objectives The student will be familiar with desktop and publishing programs. He/she will be able to produce and modify both pictures and drawings. The student will be able to produce a publication with pictures and text. Content Picture elements/Colours/Cutting and Layout/Depth/From Idea to a Printable File/Graphic Programs

AE7322 Balanced Scorecard 2 CR

Objectives The student will be familiar with Balanced Scorecard as a tool to monitor and manage company performance and to communicate strategy. He/she will understand how B.S. can be used to clarify strategy, to build consensus in the management team and to implement strategic change. He/she will be able to use B.S. to follow-up company performance against set targets. Content Balanced Scorecard /Strategic Performance Management/Indicators/ Implementation/Information System  BRAND MANAGEMENT 8 CR  AE7323 Brand Management 2 CR optional  AE7324 International Advertising 2 CR optional  AE7325 Trade Fair-Project 2 CR optional  AE4505 Design Management 2 CR optional  AE4504 Graphic Design 2 CR optional

AE7323 Brand Management 2 CR

Objectives The student will become familiar with the concepts of brand management. He/she will be able to plan, develop and maintain brands in international markets. Content Brand – What Makes a Brand Strong?/Brand Identity, Brand Strategies/Brand Management/Brand Building/Measuring Brand

AE7324 International Advertising 2 CR

Objectives The student will deepen his/her understanding of advertising in international b-to-b markets. He/she will be able to plan and execute advertising campaign and to assess the success of a campaign. Content Advertising in B-to-B markets/Objectives, Channels, Costs/ Supranational Vs Cultural Sensitive Advertising /Competition and Profile-Build-Up/Selecting Advertising Agency (global vs. local), Assignment/Co-operation/Follow-Up

AE7325 Trade Fair - Project 2 CR

Objectives The student will participate in planning, executing and supervising a Trade Fair project with the client/partner organisation. Content Trade Fairs – Commercial Objectives/Planning and Budgeting Trade Fair Project/Building Trade Fair Stand/Product Promotion at the Stand/After-Sales Marketing/Costs and Benefits/Follow-Up

AE4505 Design Management 2 CR

Course description, see Business Processes AE4505.

AE4504 Graphic Design 2 CR

Course description, see Business Processes AE4504.  COMMUNICATION 4 CR  AE5510 Managing Information Flows and Managing Change 2 CR optional  AA5511 Intern och extern kommunikation 1 CR optional  AA5512 Internal and External Communication 1 CR optional

AE5510 Managing Information Flow and Managing Change 2 CR

Course description, see Developing Business Operations and Managing Change AE5510.

AA5511 Intern och extern kommunikation 1 sv

Course description, see Developing Business Operations and Managing ChangeAE5511.

AA5512 Internal and External Communication 1 CR

Course description, see Developing Business Operations and Managing Change AE5512.  AE3505 Highlighting Target Market 2 CR optional  AE7326 Russia as a Target Market 2 CR optional  AE7327 The Baltic Countries as Target Market 2 CR optional

AE3505 Highlighting Target Market 2 CR

Course description, see One World – Many Markets/ AA3505/AE3505.

AE7326 Russia as a Target Market 2 CR

Objectives The student will become familiar with the essential features of Russian business environment (economic, commercial, cultural, legal). Content Russian Market Economy/Business Culture in Russia/Export Marketing to Russia/Financing/Logistics/Risk Management /Judicial Issues/Organisations Related to Trade with Russia.

AE7327 The Baltic Countries as Target Market 2 CR

Objectives The student will understand the role of Baltic states in the economy of the Baltic Rim and the special features of each country. Content Economies/from the Hanseatic League to EU – a historical review/cultural features/how to do business in the Baltic countries?

AE7328 Purchasing Process, Importing and Delivery Chain Management 4 CR

Objectives The student will understand the role and importance of purchasing process in business. The student will improve his/her skills in purchasing. He/she will become familiar with the practices related to importing. The student will improve his/her knowledge of different distribution channels and will be able to select the most suitable one. The student will understand the different ways to support and to build-up sales and marketing through different distribution channels and will be able to make the channels work for the set goals. Content Purchasing Process/Objectives and Financial Impact /Interaction with Other Processes/Purchasing Strategies and Policies/Measuring Performance/Purchase Negotiations /Supplier Evaluation/Partnership/Delivery Chain Management.

4.1.3.3 AE64 Relationship Marketing Management in Hyvinkää

The convergence of computing and telecommunication technologies has completely transformed the basis by which relationships are established and maintained between enterprises, their markets and customers. In the Relationship Marketing Management studies third year students focus on the latest techniques which are of important value in the design, implementation and control of customer-focused, business to consumer marketing. COMPULSORY STUDIES 21 CR. AE644 Relationship Marketing Management  AE6440 Business Intelligence and Customer Research 3 ECTS CR Compulsory 2 CR  AE6441 Marketing Planning 4.5 ECTS CR Compulsory 3 CR  AE6442 Relationship Marketing 4,5 ECTS CR Compulsory 3 CR  AE6410 Marketing Law and Ethical Norms 3 ECTS CR Compulsory 2 CR  AE6412 Developing Customer Service and Personal Selling 3 ECTS CR Compulsory 2 CR  AE6420 Innovation and Learning in an Organization 3 ECTS CR Compulsory 2 CR  AE6443 Essentials in e-Business 4,5 ECTS CR Compulsory 3 CR  AE6430 International Marketing in a Small Business 3 ECTS CR Compulsory 2 CR  AE6444 Total Quality Environmental Management 3 ECTS CR Compulsory 2 CR

AE6440 Business Intelligence and Customer Research 2 CR

Objectives The student will be able to analyze competitive environment and customer values, needs, expectations, satisfaction and loyalty. Based on analysis, the student will be able to make decisions to improve company performance. Content Data Mining, Neural Networks, Customer Research and Analysis/ Information Handling and Analysis.

AE6441 Marketing Planning 3 CR

Objectives The student will be able to plan marketing programs and manage the four Ps in an international context. Content Management of Product Lines, Brands and Packaging. Designing Pricing Strategies and Programs. Selecting Marketing Channels. Managing Service Businesses. Designing of Integrated Marketing Communications. Managing of Advertising, Sales Promotion, and Public Relations.

AE6442 Relationship Marketing 3 CR

Objectives The student will be able to handle and develop relationships with its stakeholders using newest methods, tools and systems in relationship building. Content 30 Relationships within and outside an organization. Customer Relationship Management (CRM). One-to-One Marketing. Customer Profitability. Customer Retention.

AE6410 Marketing Law and Ethical Norms 2 CR

Objectives The student will be able to make correct judicial and ethical decisions in customer relationships. Content Marketing Law, Contracts, Rules and Regulations/Ethical Norms

AE6412 Developing Customer Service and Personal Selling 2 CR

Objectives The student will be able to develop a competitive customer service system and sales process Content Management of Customer Service and Communication in Service Situations/Internal Service/Sales Process and Personal Sell-ing/Performance Measurements/ Development of Personnel.

AE6420 Innovation and Learning in an Organization 2 CR

Objectives The student is able to develop organizational innovations and functionality to improve efficiency of organizational processes. Content Personnel as Resource/Developing Work Unit/Learning organization

AE6443 Essentials in e-Business 3 CR

Objectives The student will be able to understand the principles and motives in planning and developing an electronic business environment. Content Electronic Commerce Value Chain and Infrastructure, Security and Safety, Electronic Data Interchange, Corporate Networks, Internet, Technological Shifts, Payment Methods in the Net, Enterprise Resource Planning and CRM Tools.

AE6430 International Marketing in a Small Business 2 CR

Objectives The student will be able to plan, develop and implement international marketing program Content Gathering Information from International Markets/ Customer Survey/Buying behavior/International Marketing Strategies and Objectives/Comprehensive Customer-Oriented Marketing as Competitive Advantage/ International Marketing Communication/International Marketing Plan.

AE6444 Total Quality Environmental Management 2 CR

Objectives The student will be familiar with environmental and quality standards. He/she is able to understand the relationship between greenness, quality and profit margins. The student will be able to increase value to the customer through the TQEM-system. Content Integrated Environmental and Quality Systems and Management, Strategies, Objectives, Tools. Customer Process Connections and Performance Measurement. OPTIONAL STUDIES MINIMUM 14 CR.

AE7760 Retailing Management 2 CR

Objectives The student will be able to develop and improve consumer marketing processes and manage the supply chain Content Structure of Retail and Wholesale Trade/Relationship with Suppliers/Store Marketing/Location Decisions/Range and Assortment Decisions/Pricing/Marketing communication/ Development of Regular Customer Relationships/ Information Technology in Improving Consumer Marketing Processes

AE7761 International Human Resource Management 2 CR

Objectives The student will become familiar with human resource management in international business. Content Personnel Planning and Staffing, Training Activities, Compensation, Labor-Management Relations

AA7753 Finance in International Business 2 CR

Objectives The student will familiarize himself/herself with international financing/accounting principles. Content EU Directives on Financial Statements/IAS/USGAAP/ Reporting Procedures and International Financial State-ments/Harmonizing Financial Statements

AE7742 Brand Management 2 CR

Objectives The student will have abilities to build, develop and maintain a brand. Content Measuring Brand Value/Brand Identity/Brand Equity/ Branding Strategies

AE7762 Key Account Management 2 CR

Objectives The student will be able to develop and maintain profitable customer relationships with the most valuable key accounts. Content Customer Classification Methods, Customer Pyramids, Customer Needs and Wants, Marketing Cost Reduction.

AE7763 Enterprise Resource Planning (ERP)

Objectives The student will be able to manage internal business processes effectively. The student will be familiar with the common applications of ERP, like SAP/R3 and Siebel. Content ERP in e-Business, Supply Chain Management, Assignments in exploiting IT-tools.

AE7743 Planning and Implementing an Advertising Campaign 2 CR

Objectives The student will be able to manage both strategic and creative planning of marketing communication - targets of advertising research and modern marketing communication research methods. Content Media Forms/Inter and Intra Media Selection/Campaign Plan-ning/Advertising Research/Services of Advertising Agency

AE7745 Marketing of Services 2 CR

Objectives The student will be able to plan, develop, execute and follow up in service business. Content Nature of Service and Its Importance/Service Gap Model/ Management of Service Quality/Service Planning and Execution/Service Strategies

AE7747 Event Marketing - Case 2 CR

Objectives The student will be able to plan, organize, and analyze event marketing process both in international and domestic markets. Content Promotions, Trade Fairs, Exhibitions, SP- and PR-events, Planning, Budgeting, Financing, Follow-up

AE7749 Developing Public Services 2 CR

Objectives The student will be able to develop marketing activities for public services. Content Special Characteristics in Marketing of Public Services / Planning, Developing and Follow-up of Marketing Activities in a Public Organization

AE7751 Building a Web Site for a Small Business

Objectives The student will be able to prepare web pages for small organization. Content Choosing Web Site/Links/Planning/Preparing and Maintaining Web Pages.

AE7754 Doing Business in the EU 2 CR

Objectives The student will be able to understand special features of different target markets in the EU and will be able to utilize the information in organization decision making. Content Analysis and Evaluation of External Environment in EU Countries/EU Strategies and Action Plans.

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