Industrial Marketing (2 º Sem 2020/2021)

GEI (Gestão e Estratégia Industrial)

Objectives

Appreciation of the key differences between B2B vs. B2C markets.

To evaluate the nature and role of relationships in understanding, creating and delivering value as part of a firm's resource base.

Developing skills in understanding marketing and supply decisions in B2B firms.

Ability to incorporate relationships and networks in developing a firm's marketing strategy.