| |
| |
| 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
|
|