Course
Specifications
Valid as from the academic year 2015-2016
Business and International Marketing (F000697)
Course size
Credits 6.0
(nominal values; actual values may depend on programme)
Study time 180 h
Contact hrs
55.0 h
Course offerings and teaching methods in academic year 2015-2016
A (semester 2)
lecture
30.0 h
project
25.0 h
Lecturers in academic year 2015-2016
Gosselin, Derrick
EB07
Offered in the following programmes in 2015-2016
Master of Science in Economics
Master of Scienc in Business Economics (main subject Marketing)
Master of Science in Complementary Studies in Business
Economics (main subject Business Economics)
Master of Scienc in Business Economics (main subject Corporate
Finance )
Master of Scienc in Business Economics (main subject
Accountancy)
Exchange programme in Economics and Business Administration
lecturer-in-charge
crdts
6
6
6
offering
A
A
A
6
A
6
A
6
A
Teaching languages
English
Keywords
Business Marketing, Industrial Marketing, International Marketing, Business-toBusiness Marketing, Relationship Marketing, Strategic Marketing, International
Business Development, (Global, Key, International) Account Management, CRM
Position of the course
This course aims to provide the students with the relevant theoretical frameworks and
the practical insights concerning business marketing and international marketing. A lot
of the commercial processes involve processes between companies. In monetary value
terms, business marketing is more important than consumer marketing. So chances are
high that after graduation your first job will be in an industrial company rather than in a
consumer oriented company.
Business marketing differs in important ways from consumer marketing. Business
marketing is unique in that channels of distribution are shorter and more direct, there is
more emphasis on personal selling and negotiation, the web is fully integrated and
complex buying processes result in unique promotional strategies. Relationships are
also different between buyer and seller when both are organizations than when one is
an individual consumer. Finally business marketing deals with a derived demand and
the importance of technology, customization and order fulfilment is more important than
in consumer markets.
Contents
The essential marketing areas, which were reviewed in the base marketing course
during the previous year, are analyzed from business marketing and from an
international perspective:
• Business marketing: Introduction
• Purchasing function
• Organizational Buyer Behaviour theory
• Marketing strategy
(Approved)
1
• Product management and product development
• Distribution channels and Sales
• Sales management and Relationship marketing
• Negotiation and Price strategies
• Business-to-Business communication
• Customer retention and Life Time Value (LTV)
• Internationale marketing: Introduction
• Internationale markt environment (PEST)
• Impact of culture on international marketing
• Internationaal marketing research
• Development of an international marketing strategy
• International marketing organisations and functions
Initial competences
Introduction to marketing and strategic management, economic and financial concepts.
Final competences
• Provide insight in the complex, dynamic and increasing global & international
• environment of business and industrial marketing.
• Be able to apply most important concepts and theories in order to express and solve
• marketing and marketing management issues.
• Introduction to international marketing: (e.g. culture, barriers, finding opportunities).
• Understand differences with ‘locale’ marketing.
• Be able to participate and contribute to a business discussion on international
• marketing strategies
Conditions for credit contract
Access to this course unit via a credit contract is determined after successful competences
assessment
Conditions for exam contract
This course unit cannot be taken via an exam contract
Teaching methods
Lecture, project
Extra information on the teaching methods
Lectures, discussions of case studies (supported by videos), assignments using
software and internet and lectures by guest speakers. Team assignment including field
interviews on a specific business marketing topic.
Learning materials and price
• Dwyer, Robert F. and Tanner, John F. (2009) Business Marketing: Connecting
• Strategy, Relationships, and Learning (4rd Ed.) - International Edition, McGraw• Hill/Irwin: Boston. Cost: 40 EUR.
• Gosselin D., Tindemans B. (2015) Thinking Futures, LannooCampus: Leuven. Cost
• 25 EUR.
References
• Ghauri, Pervez N. en Cateora, Philip R. (2010) International Marketing, European
• Edition (3rd Ed.), McGraw-Hill: London.
• Cravens, David W., Le Meunier-Fitzhugh, Kenneth and Piercy, Nigel F. (2011) The
• Oxford Handbook of Strategic Sales and Sales Management, Oxford University
• Press: Oxford.
• Ringland G., Young L. (2006) Scenarios in Marketing, John Wiley & Sons.
Course content-related study coaching
Evaluation methods
end-of-term evaluation and continuous assessment
Examination methods in case of periodic evaluation during the first examination period
Written examination
Examination methods in case of periodic evaluation during the second examination period
Written examination
Examination methods in case of permanent evaluation
Assignment
Possibilities of retake in case of permanent evaluation
examination during the second examination period is possible in modified form
(Approved)
2
Calculation of the examination mark
Permanent on the basis projet (35%) - Examination (65%)
(Approved)
3