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A330A0061 B2B Marketing, 6 cr 
Code A330A0061  Validity 01.08.2018 -
Name B2B Marketing  Abbreviation B2B Marketing 
Credits6 cr   
TypeBasic studies  
  Grading scaleStudy modules 0-5,P/F 
  Eligibility for post-graduate studiesno
    Allowed to study several timesno
Organisation LUT School of Business and Management 

Joona Keränen 

Description by Study Guide

Location: Lappeenranta

The course is only for Master's level students.


M.Sc. (Econ. & Bus. Adm.) 1, M.Sc. (Tech.) 1



Teaching Language 


Teacher(s) in Charge 

Associate Professor, D. Sc. (Tech.) Joona Keränen (edit 25.6.2019)


On successful completion of the course, students:
1. Are able to understand and analyze the special characteristics and contemporary trends in B2B markets, and know the key theoretical frameworks related to B2B marketing
2. Are able to understand why and how companies transition towards service- and solutions oriented value propositions in B2B markets, and analyze and categorize different service and solution strategies
3. Are able to evaluate the drivers, key characteristic, and related challenges of different value-based business strategies in B2B markets, and design resonating value propositions
4. Are able to apply the key principles, theoretical approaches, and key challenges in relationship marketing and network management
5. Are able to identify and analyze the features of sustainable business networks, and evaluate the key challenges related to managing cross-sectoral and cross-national networks
6. Are able to analyze the key features of digitalization, and examine its effects to business relationships and networks in B2B markets
7. Have developed skills in teamwork, active participation in discussions, oral presentations, writing reports, as well as in reflecting on and taking the responsibility for their own learning.


The course focuses on the following main contents: Special characteristics and contemporary trends in B2B marketing, transition strategies towards service & solution offerings, customer value management and value-based business strategies, principles of key account management, theoretical approaches to inter-organizational relationships and business networks, sustainable business networks, cross-sectoral and cross-national networks, and digitalization.

Teaching Methods 

Lectures, assignments including reflection papers and a learning diary, case studies. Active participation in class is required. In class hours (30 hours): 22 hours of lectures and 8 hours of case study workshops.
Out-class hours (130 hours): Preparation for lectures 22 h, individual reflection papers and learning diary 80 h, preparation for case studies 28 h. Total workload 160 hours.

Examination in Examination schedule (Yes/No) 


Examination in Moodle (Yes/No) 


Examination in Exam (Yes/No) 


Assessment scale and assessment methods 

Grade 0-5,evaluation 0-100 points, Learning diary (including reflection papers) 70 % and case studies 30 %.

Course Materials 

Assigned readings (collection of articles). Lecture slides.


Basic knowledge of marketing. A130A0010 Basics of Marketing (previously CS10A0010) and A330A0300 Strategic Global Marketing Management recommended

Limitation for students? (Yes, number, priorities/Leave empty) 

Number of students attending is limited to 120 students. Priority is given to LBM degree students.

Places for exchange-students? (Yes, number/No) 


Places for Open University Students?(Yes, number/No) 



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