YMAA2230 B2B Marketing and Sales (6 cr)

This course covers topics such as organizational buying behavior, formation of value propositions, and effective communication of value through value-based selling techniques. We will also discuss more focused topics, such as, how the changing conceptualization of customer value has led to the emergence of service intensive business models in business-to-business markets and how customer success management can be used as a relationship management tool. This course incorporates a teaching case, which allows students to practice applying the key concepts discussed during the course to address a practical managerial challenge. 

This course provides students with insights into the unique characteristics of business-to-business markets. After attending this course, the student understands how firms create competitive advantage in business markets through developing and communicating customer value-based business strategies, and can apply this knowledge to address managerial challenges in simulated decision-making situations. 

This course is taught every other year in the fall period (2025, 2027). It's primarily offered to marketing majors and open to others if space allows. Teaching is mainly online.

JSBE: YTTP1120 Markkinoinnin perusteet / YTTP2120 Introduction to Marketing, suositeltuina esitietoina Liiketoimintaosaamisen perusopinnot / Basic Business Studies.

Avoin yliopisto: pakollisina esitietoina YTTP1120 Markkinoinnin perusteet, suositeltuina esitietoina Liiketoimintaosaamisen perusopinnot.

Course text book, teaching case, lectures