Business to Business Marketing, 7.5 credits
Business to Business Marketing, 7,5 högskolepoäng
Course Syllabus for students Autumn 2020
Course Code:MLGN13
Confirmed by:Council for Undergraduate and Masters Education Jan 4, 2013
Revised by:Council for Undergraduate and Masters Education Mar 26, 2020
Valid From:Aug 17, 2020
Education Cycle:First-cycle level
Disciplinary domain:Social sciences
Subject group:FE1
Specialised in:G2F
Main field of study:Business Administration

Intended Learning Outcomes (ILO)

On completion of the course the students will be able to

Knowledge and understanding

1. demonstrate knowledge about the fundamental content of business to business marketing

Skills and abilities

2. analyse, interpret and solve problems related to business to business marketing from relevant scientific, societal, environmental and ethical aspects.
3. apply marketing models to different firms’ business activities different types of firms and their business activities

Judgement and approach

4. critically analyse and reflect upon 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, and customer interaction
• Supplier markets and supply management
• Organisational buying behaviour
• Integration with other functions of the firm
• International and ethical aspects
• Quality- and Environmental aspects of business to business marketing

Type of instruction

Lectures, tutoring and seminars.

The teaching is conducted in English.


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

Examination and grades

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

The course is graded A, B, C, D, E, FX or F.
Individual written Inspera exam (ILO: 1) representing 4.5 credits
Case seminar in group (ILOs: 2-4) representing 1.5 credits
Course project in group (ILOs: 2-4) representing 1.5 credits

Registration of examination:
Name of the TestValueGrading
Individual written Inspera exam4.5 creditsA/B/C/D/E/FX/F
Case seminar in group1.5 creditsA/B/C/D/E/FX/F
Course project in group1.5 creditsA/B/C/D/E/FX/F

Course evaluation

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.

Other information

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.

Connection to Research and Practice
Business to business marketing is built upon both a Scandinavian research tradition in industrial marketing (the IMP-group) as well as resource-based theories. The course connects to the JIBS focus area of renewal through readings, case work and project work in the course. The course is closely connected to practice as students are given the opportunity to apply the theoretical knowledge to the real case company.

Course literature

  • Selected articles. A complete list will be available at course start and the readings will all be available online.

Content updated 2020-08-25