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DATOS IDENTIFICATIVOS | 2017_18 | |||||||||||||||||||||||||||||||||||||||
Asignatura | B2B MARKETING AND BUSINESS NEGOTIATIONS | Código | 01728214 | |||||||||||||||||||||||||||||||||||||
Enseñanza |
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Descriptores | Cr.totales | Tipo | Curso | Semestre | ||||||||||||||||||||||||||||||||||||
5 | Obligatoria | Primer | Segundo |
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Idioma |
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Prerrequisitos | ||||||||||||||||||||||||||||||||||||||||
Departamento | DIREC.Y ECONOMIA DE LA EMPRESA |
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Responsable |
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Correo-e | mcrodsa@unileon.es jlvazb@unileon.es |
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Profesores/as |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
Descripción general | ||||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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Competencias |
Tipo A | Código | Competencias Específicas |
Tipo B | Código | Competencias Generales y Transversales |
Tipo C | Código | Competencias Básicas |
Resultados de aprendizaje |
Resultados | Competencias | ||
The students will understand the strategies, tools and techniques of successful B to B Business | |||
They understand the negotiation issue and develop individual negotiation skills. | |||
They understand and practice communication techniques. | |||
Overall, they will be able to acquire, refine and practice skills necessary for success in an international, cross cultural environment. |
Contenidos |
Bloque | Tema |
B-to-B and Business Negotiation | 1. Specificity of B-to-B business compared to B-to-C business 2. Notion of the “demand chain”: market intelligence, product or solution development, positioning for value 3. Go-to-market tactics: distribution channels, demand generation, sales force management, account penetration 4. B-to-B marketing specific promotional activities: professional customer relationship management, direct marketing, fairs and congresses, public relations, sales promotion, resellers network management (motivation and control) 5. Negotiation situations in life and business 6. Conceptual framework to better identify and understand the principles and processes behind a successful negotiation 7. Different stages in the negotiation process and their critical aspects 8. Preparing negotiations 9. Argumentation techniques 10. Dealing with price and money in general 11. Responses to objections 12. Conclusion techniques 13. Negotiation follow-up |
Planificación |
Metodologías :: Pruebas | |||||||||
Horas en clase | Horas fuera de clase | Horas totales | |||||||
Tutorías | 0 | 0 | 0 | ||||||
Estudio de caso | 0 | 0 | 0 | ||||||
Simulación | 0 | 0 | 0 | ||||||
Sesión Magistral | 0 | 0 | 0 | ||||||
Pruebas mixtas | 0 | 0 | 0 | ||||||
(*)Los datos que aparecen en la tabla de planificación són de carácter orientativo, considerando la heterogeneidad de los alumnos |
Metodologías |
descripción | |
Tutorías | Resolución de dudas de los alumnos. |
Estudio de caso | Planteamiento de un caso donde se ha de dar respuesta a la situación planteada. El caso no proporciona soluciones sino datos para reflexionar, analizar y discutir en grupo las posibles salidas al problema |
Simulación | Role play |
Sesión Magistral | Exposición de los contenidos de la asignatura. |
Tutorías |
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Evaluación |
descripción | calificación | ||
Otros | 2 Study case reports 2 personal workshop evaluations (each 12,5%), 1 written exam (120 minutes = 50%) |
25% 25% 50% |
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Otros comentarios y segunda convocatoria | |||
Fuentes de información |
Acceso a la Lista de lecturas de la asignatura |
Básica | |
• Brennan R., Canning L. & McDowell R. : Business-to-Business Marketing, Sage, 2007. • Vitale R. & Giglierano J. : Business to Business Marketing: Analysis and Practice in a Dynamic Environment, South-Western College Pub, 2001. • Lewicki R. & Hiam A. : Mastering Business Negotiation : A Working Guide to Making Deals and Resolving Conflict, Jossey-Bass, 2006. • Mead R. : International Management: Cross-Cultural Dimensions, Wiley-Blackwell, 2004. • Norales F. : Cross-Cultural Communication: Concepts, Cases and Challenges, Cambria Press, 2006. • Reynolds S. & Valentine D. : Guide to Cross-Cultural Communication, Prentice Hall, 2003. • Hofstede G. : Cultures and Organizations: Software of the Mind, McGraw-Hill, 2004. |
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Complementaria | |
Recomendaciones |