Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320203E11821BUSINESS TO BUSINESS MARKETINGElective355
Level of Course Unit
First Cycle
Objectives of the Course
•The objective of this course is to explore the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for assessing customer value and a set of processes for translating knowledge of value into actionable marketing strategies and programs.
Name of Lecturer(s)
Assist.Prof.Dr. Keti Ventura
Learning Outcomes
1LO1. To be able to understanding of key business-to-business (B2B) marketing principles and processes.
2LO2. To be able to understand how these principles can be applied and how they can contribute to your organisation’s performance and competitiveness
Mode of Delivery
Face to Face
Prerequisites and co-requisities
none
Recommended Optional Programme Components
none
Course Contents
In B2B course, the development of B2B marketing, the concept of market, marketing functions, purchases, financing, risk taking, marketing mix and other advanced marketing issues will be discussed.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Understanding the business market
2Business to business marketing concept
3The analysis of business to business markets,
4Market segmentation, targeting and positioning
5Market segmentation, targeting and positioning
6Product and service marketing
7Delivering value added solutions
8Midterm
9The consumer behavior of business to business markets
10Managing business relationships
111Development of buyer seller relationships
12Managing the network of relationships
13Marketing strategy and planning
14The developments in business to business markets
15The marketing mix strategies in business to business markets
16Final
Recommended or Required Reading
Anderson, J. C., Narus J. A., “Business Market Management: Understanding, Creating and Delivering Value, 2/E”, Prentice Hall, (2004) Brierty E. G., Eckles R. W., Reeder R. R., “Business Marketing, 3/E”, Prentice Hall, (1998)
Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
English
Work Placement(s)
none
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Practice12224
Project Presentation818
Seminar212
Individual Study for Homework Problems414
Individual Study for Mid term Examination10220
Individual Study for Final Examination20240
TOTAL WORKLOAD (hours)150
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO13332233322
LO24423322422
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr