Course purpose

• Student will be able to plan and implement marketing processes that take place between organisations.

Content (Syllabus outline)

• Basics and concepts of inter-organisational marketing: B2B vs. B2C.
• Behaviour of buyers on inter-organisational markets.
• Research on inter-organisational markets.
• Marketing mix on inter-organisational markets.
• Strategic planning and marketing strategies on inter-organisational markets.
• Marketing Information System (MIS) and the role of information and communication technology (ICT) on inter-organisational markets .