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Course Catalog 2012-2013
TETA-5326 Business in Networks, 4 cr |
Person responsible
Olavi Uusitalo
Lessons
| Study type | P1 | P2 | P3 | P4 | Summer | Implementations | Lecture times and places |
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Learning outcomes
The course will start discussing the ways how to create and implement strategies which focus on value. Students will understand the importance and creation of long-term relationships in business to business market. The importance of relationships in creation of networks (both national and international) is discussed then. The section in key account management (KAM) includes its history, prerequisites, advantages, risks and processes.
Content
| Content | Core content | Complementary knowledge | Specialist knowledge |
| 1. | 1. Identify the specific features of B2B marketing. Point out the importance of customer value in the B2B business. Provide the ability to understand and analyse different type of long term relationships, networks and their impact on the firm’s resources and competitive advantage (both creation and sustaining them). | - Analyse the interface between seller and buyer. | |
| 2. | Understand the meaning and the role of co-operation in purchasing / sourcing and marketing channel management, technological alliances and in international business. Classify both the internationalization modes of firms and the drivers for globalization. | - explain the network metaphors. | |
| 3. | Illustrate the evolution of key account management starting from creation of long term relationship. Explain KAM as a process. Explain the connection between relational selling and key account manager's relational behavior. Explain and interpret the success factors in KAM | - Interpret the impact of strategic purchasing on KAM. Look a key account manager's challenges in system selling. Interpret the role of a key account manager in global and MNC context. |
Evaluation criteria for the course
The course is graded based on two criteria: 1) written case reports 25, and 2) examination 75% (in the exam 50% of the maximum is prerequisite). There will be a normal final examination reflecting the full scope and content of the course.
Assessment scale:
Numerical evaluation scale (1-5) will be used on the course
Prerequisites
| Course | Mandatory/Advisable | Description |
| TETA-1300 Markkinointi | Mandatory | |
| TETA-2306 Business Market Management | Mandatory |
Prerequisite relations (Requires logging in to POP)
Correspondence of content
| Course | Corresponds course | Description |
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More precise information per implementation
| Implementation | Description | Methods of instruction | Implementation |