Objectives:
- To develop an in-depth understanding of the specific characteristics of business-to-business marketing and sales management.
- To develop the ability to analyze B2B markets, customers, and relationships.
- To equip students to formulate marketing and sales strategies in a B2B environment.
- To develop the ability to use data and research findings in marketing and sales decision-making.
- To develop an understanding of digital transformation, sustainability, and ethics in the contemporary B2B environment.
- To familiarize students with key decisions related to the organization, management, and evaluation of the sales function.

Competences:
- ability to analyse and synthesize;
- ability to work in group to conduct problem solving in the area of business-to-business marketing and sales management;
- ability to relate practical experience to topics discussed in class;
- ability to produce written reports;
- ability to present a group written project.

Fundamentals of business-to-business (B2B) marketing and the specific characteristics of B2B markets
Organisational buyer behaviour
Marketing relationships, networks, and key account management
Sustainability and ethics in B2B marketing and sales
B2B market research and segmentation
Product and service management
Routes to market
Pricing in B2B markets
Marketing communication in B2B markets
Digital transformation, CRM, analytics, and AI in B2B marketing and sales
The sales process and the role of salespeople
Sales organization
Recruitment, training, and development of salespeople
Motivation, compensation, and leadership of salespeople
Sales performance management