Sales and business marketing management (MASTER)

Objectives:
- To provide comprehensive knowledge of B2B marketing specifics, including characteristics, buyer behaviour, and relationship dynamics.
- To develop an understanding of the complex buying journey in B2B markets.
- To equip students with skills to collect, analyze, and leverage data for informed marketing decisions in B2B contexts.
- To highlight importance of relationships for marketing in B2B markets.
- To equip students with insights into how digital technologies are reshaping sales and marketing strategies.
- To develop ability to plan marketing activities for B2B markets, considering sustainability principles.
- To present essential decisions companies should make when planning their sales function.
- To get students acquainted with methods for recruitment, training, motivation, compensation and evaluation of sales personnel.
- To raise awareness of the competencies needed by sales personnel and representatives to excel in completing sales calls.



Competences:
- ability to analyse and synthesize;
- ability to work in group to conduct problem solving in the area of business-to-business marketing and sales management;
- ability to relate practical experience to topics discussed in class;
- ability to produce written reports;
- ability to present a group written project.

1. Fundamentals of business-to-business (B2B) marketing (characteristics, buyer behaviour, relationships and networks)
2. Sustainability and ethics in B2B marketing and sales
3. Researching B2B markets and market segmentation
4. Managing product offerings
5. Routes to market
7. Setting the price
8. Digital transformation and marketing communication
9. Sales process and the role of sales force
10. Sales organization
11. Staffing and development of sales people
12. Motivation and compensation
13. Sales performance management