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| 4.2.5 AE61 INTERNATIONAL BUSINESS-TO-BUSINESS MARKETING: ESPOO / AA61 KANSAINVÄLINEN YRITYSMARKKINOINTI: ESPOO |
(Managing International B-to-B Interaction, Relationships and Networks)
Specialization studies available in English. Parallel groups are available also in Finnish.
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 inpact 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.
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| AE610 PLANNING AND DEVELOPING BUSINESS PROCESSES AND CUSTOMER RELATIONS 12 CR |
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| 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.
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| 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 Organisation 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.
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| 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.
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| 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 Reseach Problem / Selecting Sources of Information / Qualitative Research Methods and Their Utilisation / Research Practices.
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| AE4500 Developing Customer Relationship 2 CR |
Objectives The student will be able to create a development strategy for customer relationships on different customer groups. Ths student will be able to build a customer-based service system and use it in business processes. The studen 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
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| AE611 MANAGING INTERACTION AND ENCOUNTERS 6 CR |
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| AE3502 Cultural Crossings 2CR |
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Course description, see One world - many markets /AA3502/AE3502
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| 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.
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| 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.
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| 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.
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| 4.2.5.1 AA73 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.
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| 4.2.5.2 CURRENT ISSUES 8 CR |
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| 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.
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| 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 / Conciderations in implementation / eMarketing.
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| 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
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| 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.
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| 4.2.5.3 BRAND MANAGEMENT 10 CR |
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| 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.
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| AA7324 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 / Supernational vs Cultural Sensitive Advertising / Competition and Profile-Build-Up / Selecting Advertising Agency (global vs. local), Assignment / Co-operation / Follow-Up.
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| 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.
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| AE4504 Graphic Design 2 CR |
Course description, see Business Processes /AA4505/AE4505.
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| AE4505 Design Management 2 CR |
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Course description, see Business Processes /AA4504/AE4504.
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| 4.2.5.4 COMMUNICATION 4 CR |
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| AE5510 Managing Information Flow and Managing Change 2 CR |
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Course description, see Developing Business Operations and Managing Change /AA5510/AE5510.
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| AA5511 Intern och extern kommunikation 1 sv |
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Course description, see Developing Business Operations and Managing Change /AA5511/AE5511.
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| AA5512 Internal and External Communication 1 CR |
Course description, see Developing Business Operations and Managing Change /AA5512/AE5512.
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| AE6000 FOUNDATIONS OF FINANCING 5 CR |
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Course description, see Specialization studies in Finance and Risk management /AA6000.
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| 4.2.5.5 KNOWING YOUR TARKET MARKET 6 CR |
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| AE3505 Highlighting a TarketMarket 2 CR |
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Course description, see One world - many markets / AA3505/AE3505.
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| AE7326 Russia as TargetMarket 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.
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| AE7327 The Baltic countries as TargetMarket 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?
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| 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.
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