Business to Business Marketing (MSB201)

No business is an island! Companies' relationships with other firms matter for economic success. Understanding how different organizations seize the benefits from networks of partnerships and alliances with other companies, including customers, suppliers, and competitors, is of vital importance for survival and competitiveness. This course covers the nature of a firm's relationships with other firms as well as how these relationships are managed.

Course description for study year 2023-2024. Please note that changes may occur.


Course code




Credits (ECTS)


Semester tution start


Number of semesters


Exam semester


Language of instruction



The course provides an understanding of how all firms benefit from alliances and partnerships with external trading partners. By integrating academic research and real-life examples students gain knowledge of how firms can unlock the advantages available in business relationships. The way a firm creates value has fundamental implications for both the nature of its relationships with other firms as well as how these relationships are governed.

Learning outcome


Upon completion of the course, students will have knowledge of:

  • Theories of business-to-business (B2B) relationships
  • How theories of B2B relationships are applied across new and existing businesses, nationally and internationally
  • Methods to study management of B2B relationships

After completion of this course, students will be able to:

  • Explain theories of B2B relationships
  • Present and apply B2B theories in different contexts
  • Discuss the choice of theory and method to study B2B relationships

Required prerequisite knowledge



Written assignment and final exam

Form of assessment Weight Duration Marks Aid
Written assignment (group) 6/10 1 Semesters Letter grades
Final exam 4/10 4 Hours Letter grades

All parts of the evaluation must be passed to get a grade in the course. Students failing the group assignment will be granted the opportunity of taking a deferred exam. This exam will take the form of new written individual assignments.

Coursework requirements

Class participation

Course teacher(s)

Course coordinator:

Morten Høie Abrahamsen

Study Program Director:

Yuko Onozaka

Method of work


The class will meet for lectures. A set of required readings will be assigned for each lecture. Students are expected to thoroughly read and analyze all the required readings prior to each lecture. Readings may be added to the list. The group assignment will be available at course start. The groups are expected to present their project to the class, and to give and receive feedback from the class and from the course coordinator.

Class participation

To a large extent, the value of this course will depend on the students’ level of preparation and participation in class discussions. If students experience any problem(s) with the class or any of the classmates, the students should report any problem(s) that they are not able to resolve themselves to the instructor as soon as possible. In this course class attendance is expected.

The estimated distribution of ECTS hours are as follows:

  1. Lectures: 25 hours
  2. Group work and student presentations: 55 hours
  3. Independent study of course material: 60 hours

Open for

Industrial Economics - Master of Science Degree Programme Business Administration - Master of Science Exchange programmes at UIS Business School

Course assessment

There must be an early dialogue between the course coordinator, the student representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.


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