MOØ215 Business-to-Business Marketing and International Strategy

Contents and structure

This course provides an introduction to three broad and interrelated themes: Business-to-Business Marketing, high technology marketing and International Strategy. Business-to-Business (B2B) Marketing describes the marketing activities of any kind of organization that specializes in providing goods and services to other businesses, rather than to individual customers. The aim here is to develop students¿ knowledge of the specific nature of B2B Marketing, including the complexity of organizational buying behavior and the importance of relationships at both the interpersonal and the interorganizational level. Furthermore, it contains theories on inter-firm relations and central governance mechanisms. It also introduces students to social media marketing and branding in a B2B context. The second part emphasizes marketing strategies used in high-technology industries, and strategies for marketing new and radical technologies to industrial customers, emphasizing entrepreneurial marketing approaches. The third part: International strategy gives an introduction to international strategies and the research domain International entrepreneurship with a focus on Born Global theory. More, we focus on cross-cultural business strategies, market entry strategies and HQ-subsidiary relations.

Learning Outcome

On completion of the course the student:

• has advanced knowledge of the nature and specifics of B2B marketing
• has advanced knowledge of marketing strategies of entrepreneurial high-technology firms
• has developed knowledge of international strategy, cross-cultural differences, market entry strategies and the entrepreneurial dimension of internationalization

 

On completion of the course the student:

• can use theories from the course and apply them in analysis of empirical cases
• can assess and apply relevant marketing strategies to entrepreneurial and high-tech firms
• can assess and apply relevant strategies for internationalization

 

On completion of the course the student:

• is able to manage B2B marketing in firms
• is able to take strategic and knowledge based decisions regarding marketing strategies for entrepreneurial and high-tech firms
• is able to take strategic and knowledge based decisions regarding internationalization

Recommended previous knowledge

Course in Marketing and strategy at the bachelor-level

Teaching methods

The course will consist of lectures and seminars. We will organize the seminars around student activities, including student presentations of articles and business cases, group work and discussions. Guest lecturers (practitioners) will also give lectures illustrating real-life practice at the seminars. During the semester, student groups will write an essay that should include theory from the course and an analysis of an empirical case using secondary and/or primary data (1 qualitative interview). Students will work in groups (2-3 students) on the essay.

Compulsory learning activities

One student activity during the semester.

Mandatory assignments are valid the examination semester and the three following semesters.

Assessment

Exam in two parts:

1. Group essay (40% of the final assessment). Passed group essay are valid for the examination semester and 3 following semesters.
2. Written examination, 4 hours (60% of the final assessment). The examination may be digital.

The essay and exams can be written in Norwegian and English.

Grading scale is A-F where F is fail.

Both parts must get a passing grade in order to get a final grade for the course.

Examination support material

None

More about examination support material