Artesis Plantijn Hogeschool Antwerpen
Business en Recht
B2B marketing35303/3368/2425/1/20
Study guide

B2B marketing

35303/3368/2425/1/20
Academic year 2024-25
Is found in:
  • Bachelor of Business Management, programme stage 2
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Van den Eynde Nii
Other teaching staff: Vanderfaeillie Karl
Languages: Dutch
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2025 ()
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours
Total cost price activities: € 25,00

Prerequisites

previously registered for Marketing fundamentals.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You will describe the steps in the buying decision process of organizations.
You will examine, using a practical case, the importance of service in all its aspects in a B2B organization.
You frame the marketing tools within the B2B marketing and business objectives.
You give advice on a socially responsible B2B marketing and marketing communication plan for a company.
You have insight into the evolutions within the B2B market and you can explain the difference with the consumer market.
You write in correct and business-like Dutch and have a good command of the marketing jargon.
You frame the use of the marketing mix within B2B marketing.
You describe different organizational structures and understand their functions related to purchasing and sales.
You formulate advice for a B2B business case on the basis of a portfolio.
OLR MAR 7.1 - The bachelor BM/MAR can communicate clearly and professionally, in spoken and written Dutch, using jargon particular to the trade.
You present your findings to experts in a businesslike and visually appealing way

Study material (list)

Mandatory
Mandatory
  • Author: Kees Gelderman

Educational organisation (list)

Learning Activities
Lectures and / or tutorials16,00 hours
Practicum8,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Eerste examenperiodeProject assignment100,00Projectopdracht met presentatie
Open boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment100,00Projectopdracht met presentatie
Open boek