On completion of the course the students will be able to

demonstrate knowledge about the fundamental characteristics of business to business marketing

analyse, interpret and solve problems related to business to business marketing from relevant scientific, societal and ethical aspects.
apply marketing models to different firms’ business activities.

analyse ethical and quality issues in business to business marketing

The aim of the course is to give the student a deep understanding of the field of Business to Business marketing through the concepts of business networks and value.
The course will cover the following aspects:

• Principles of business to business marketing
• Interaction- and network approach
• Customer value
• The importance of technology and R&D
• Supplier, producer, customer interaction
• Supplier markets and supply management
• Organisational buying behaviour
• Integration with other functions of the firm
• International and ethical aspects

Lectures and seminars.

The teaching is conducted in English.

60 credits in Business Administration or Economics or equivalent (or the equivalent).

The course is graded A, B, C, D, E, FX or F.

Examination consists of a project work and an individual exam. The written exam is worth 60 %, and the course project is worth 40 % of the total grade. Knowledge and understanding is mainly examined through the written exam. Skills and abilities and Judgement and approach is mainly examined through the course project.

Name of the Test	Value	Grading
Examination1	7.5 credits	A/B/C/D/E/FX/F

¹ Determines the final grade of the course, which is issued only when all course units have been passed.

It is the responsibility of the examiner to ensure that each course is evaluated. At the outset of the course, evaluators must be identified (elected) among the students. The course evaluation is carried out continuously as well as at the end of the course. On the completion of the course the course evaluators and course examiner discuss the course evaluation and possible improvements. A summary report is created and archived. The reports are followed up by program directors and discussed in program groups and with relevant others (depending on issue e.g. Associate Dean of Education, Associate Dean of faculty, Director of PhD Candidates, Dean and Director of Studies). The next time the course runs, students should be informed of any measures taken to improve the course based on the previous course evaluation.

Academic integrity
JIBS students are expected to maintain a strong academic integrity. This implies to behave within the boundaries of academic rules and expectations relating to all types of teaching and examination.
Copying someone else’s work is a particularly serious offence and can lead to disciplinary action. When you copy someone else’s work, you are plagiarizing. You must not copy sections of work (such as paragraphs, diagrams, tables and words) from any other person, including another student or any other author. Cutting and pasting is a clear example of plagiarism. There is a workshop and online resources to assist you in not plagiarizing called the Interactive Anti-Plagiarism Guide.
Other forms of breaking academic integrity include (but are not limited to) adding your name to a project you did not work on (or allowing someone to add their name), cheating on an examination, helping other students to cheat and submitting other students work as your own, and using non-allowed electronic equipment during an examination. All of these make you liable to disciplinary action.

• Hutt & Speh, (2016), Business Marketing Management: B2B, Boston, Cengage ISBN 9781337296540
• Selected articles