BUSINESS-TO-BUSINESS MARKETING AND

PURCHASING (CAND.MERC.)

Introduktion

The MSc programme in Business-to-Business Marketing and Purchasing focuses on the managerial challenges related to operating in industrial markets. It prepares students for a wide range of careers, mainly in the private sector. Students on the programme gain skills in areas such as business-to-business marketing and strategy, purchasing management, relationship management, innovation, pricing, and the regulation of cooperation in business markets.
 

Deep understanding of business markets

Firms operating in business markets cater to the needs of other firms rather than private households, and in so doing they face specific challenges and opportunities. Business-to-business activities constitute the main part of any developed economy, and managers who are able to understand, develop and manage such activities – upstream as well as downstream – are an important asset to firms.

The first semester of the programme provides students with a deep understanding of how business markets work through courses in buyer– supplier relationships and networks as well as the innovation and development of these relationships. The prerequisite courses, which provide students with a solid academic foundation and prepare them for the specialisation courses of the second semester, also include general marketing theory and research methods. The specialisation courses that follow cover topics such as business-to-business purchasing management, business-to-business sales and marketing management, pricing, and the regulation of marketing and purchasing cooperation.

Adgangskrav

Direkte adgangsgivende bacheloruddannelser

De erhvervsøkonomiske bacheloruddannelser HA og B.Sc. in Business Administration herunder alle toninger fra Aarhus BSS ved Aarhus Universitet giver adgang til cand.merc. og cand.merc.aud. Bemærk at der er særlige krav til valgfagssammensætningen ved HA (jur.).

Har du en bacheloruddannelse i erhvervsøkonomi, HA (Generel erhvervsøkonomi) fra en dansk uddannelsesinstitution opfylder du automatisk de specifikke adgangskrav, og kan optages direkte, hvis der ikke er adgangsbegrænsning på specialiseringen.

Du vil også med en HD (erhvervsøkonomisk diplomuddannelse) kunne optages på en erhvervsøkonomisk kandidatuddannelse, dog med krav om supplerende fag svarende til 20 ECTS. Du kan i oversigten over suppleringsfag se hvilke fag du skal supplere med, hvis du ønsker at starte på kandidatuddannelsen. Fra optagelsen i 2018 og fremad skal suppleringsfagene være bestået inden studiestart på kandidatuddannelsen. 

Adgang med anden uddannelse

Hvis du har en uddannelse med tilsvarende fagligt indhold, kan du få den vurderet ved Optagelse til kandidat og tilvalg. Vurderinger laves mellem 1. september og 1. december.

I vurderingen vil der blive lagt vægt på, at din bacheloruddannelse har et tilstrækkeligt indhold af erhvervsøkonomiske fag, således at følgende fagområder er dækket i det angivne ECTS-omfang, se nedenfor.

Kvantitativ og Kvalitativ Metode

15 ECTS

Driftsøkonomi

15 ECTS

Marketing

7,5 ECTS

Finansiering og Regnskab

15 ECTS

Ledelses- og Organisationsteori

7,5 ECTS

Mikroøkonomi

5 ECTS

Ekstra ECTS inden for ovennævnte fagområder

15 ECTS

I alt inden for Erhvervsøkonomi

80 ECTS

 

Sprogkrav

Undervisningssproget er engelsk, og derfor skal alle ansøgere dokumentere engelsk på dansk gymnasialt B-niveau eller tilsvarende.

Uddannelsens opbygning

Studieordning

  • Vil snart være tilgængelig 

 

 


PREREQUISITE COURSES

Buyer-Supplier Relationships and Networks (10 ECTS)
Companies engage in a wide variety of buyer-supplier exchanges, either as supplier or as buyer. This course provides students with an understanding of the social characteristics of buyer-supplier relationships, allowing them to manage these relationships for improved value creation. In addition, the course focuses on how the network context affects the buyer-supplier relationship. 

Marketing Theory (5 ECTS)
The Marketing theory course enables students to understand developments and perspectives within the marketing discipline, and to identify marketing concepts and theories relevant for the analysis and solution of marketing problems at hand. Also, the course relates to ethical issues and to the interests of different stakeholders.

Innovation in Buyer-Supplier Relationships (5 ECTS)
Many firms rely on external knowledge inputs and collaborate with external partners such as suppliers and customers when developing new products and services. Collaboration with external partners around innovation involves complex knowledge transfer processes and creates a number of managerial challenges. This course addresses the role of suppliers and customers in the innovation and product development activities of firms. Students will acquire the skills and competences needed to analyze and work with the organization and management of product and service development processes involving suppliers and customers.

Business-to-Business Research Methods (10 ECTS)
The purpose of the course in research methods is to give students practical knowledge and mastery of standard methods used in B2B marketing research. This involves knowledge of the research process beginning with the design and choice of research question, selection of data, analysis of data, and reporting of data. The course covers qualitative as well as quantitative research methods.

 

SPECIALISATION COURSES 

Business-to-Business Purchasing Management (10 ECTS)
Companies spend as much as 70-80% of their finances on buying goods, services and knowledge from a global portfolio of suppliers. B2B purchasing management deals with how this task is managed, including developing a purchasing strategy and selecting the right suppliers, evaluating and developing suppliers’ performance and value creation, and coordinating and organizing the purchasing task internally in the buying company.

Business-to-Business Sales and Marketing Strategy (10 ECTS)
Firms operating in Business-to-Business (BtB) environments are facing growing complexity in their markets, and are therefore susceptible to some difficult challenges when selling and marketing their offerings. BtB firms are traditionally characterized by long reaction times due to (1) asset specificity in their production, (2) long-term supplier/customer relationships, (3) long time-to-market when innovating, (4) limited market orientation due to their upstream supply-chain positioning and (5) relatively long time horizons when planning. These characteristics impose business development challenges on managers by forcing them to rethink market definitions and how customer value is produced, delivered and capitalized on. The course in BtB sales and marketing strategy is positioned within these evolving challenges and grounded in classic and modern literature on customer value generation in a strategic, tactical and operational sales/marketing perspective.

Pricing Strategy (5 ECTS)
Pricing strategy provides an introduction to the firm’s pricing problem and provides practical techniques to understanding price setting in the context of the firm’s customers, costs, and competition.

Regulating Marketing and Purchasing Cooperation (5 ECTS)
In the course "Regulation of marketing and purchasing cooperation" the most important regulatory areas covering the cooperation between private enterprises on marketing and purchasing will be presented. The most relevant issues are competition law, intellectual property law (IP) and contract law. The main focus will be on agreements restricting competition (competition law), including rules on agreements between competitors as well as non-competitors. Within contract law the focus will be on the basic foundation of entering into cooperation contracts primarily according to rules for international contracts. In relation to intellectual property law the focus will be partly on the introduction of relevant IP issues (e.g. patents), and partly on the possibilities of transfer of IP rights.    


På tredje semester kan du vælge valgfag inden for dit interesseområde. Fagene kan tages enten på Aarhus BSS i løbet af semesteret, på AU Summer University eller på et af vores mere end 300 partneruniversiteter i udlandet. Du kan også tage i praktik i Danmark eller i udlandet.  


Fjerde semester er dedikeret til speciale. Du kan frit vælge specialeemne, og på den måde får du chancen for at koncentrere dig om og specialisere dig inden for et specifikt interesseområde.

Studieliv

Undervisning

Som studerende på en universitetsuddannelse skal du regne med at undervisningsformerne er noget anderledes, end hvad du kender fra gymnasiet eller handelsskolen. Som studerende er du i langt højere grad end tidligere ansvarlig for din egen indlæring og uddannelse.

Undervisningsåret er delt ind i to semestre. Der er rusintroduktion i uge 35. Første semester starter i uge 36 (ca. 1. september) til ca. midt december med eksamensperiode fra ca. midt december til 31. januar. Anden semester løber fra ca. 1. februar til midt i maj, hvor der eksamensperiode indtil 30. juni.
Bemærk, at dette er udgangspunktet, og der kan forekomme variationer.

Vores undervisning og undervisningsformer gør vores studerende og vores dimittender attraktive for erhvervslivet.

Gruppearbejde

Ved at løse opgaver i grupper, som typisk består af tre til fire studerende, lærer du at arbejde sammen med dine medstuderende omkring en given opgave.

Læsegrupper har også en funktion uden for eksamensperioderne. Her har du mulighed for sammen med gruppen at diskutere faglige problemer og gennemgå materialet til næste undervisningsgang.

Læsegrupper får på den måde både en social og en faglig funktion.

Forelæsninger og holdtimer

Til forelæsninger i et auditorium kan der være plads til op mod 300 studerende. Den anden halvdel foregår som holdtimer eller øvelsestimer, ligesom du kender det fra gymnasiet eller handelsskolen. Her er der mulighed for at stille spørgsmål, gennemgå øvelser og diskutere stoffet.

Følg studielivet på Aarhus Universitet

- oplevet, fotograferet og filmet af de studerende selv.

Med tusindvis af billeder giver #yourniversity dig et indblik i hverdagen som studerende på AU, i festerne, overspringshandlingerne, eksamen og alt det andet, du kommer til at bruge din studietid på.

 

Billederne er brugernes egne, delt med #Yourniversity, #AarhusUni og fagspecifikke AU-hashtags.

Karriere

The programme’s focus on upstream as well as downstream activities means that students will gain a deep knowledge not only of sales/marketing and purchasing, but also of how to develop and manage relationships with customers as well as suppliers. This dual understanding makes graduates perfect for job positions such as key account manager (on the selling side) or category manager (on the buying side) – positions that hold many future career possibilities. Over time, graduates may develop careers within sales and marketing or purchasing, or they may choose to alternate between the two. With their knowledge and understanding of the many relationships between the firm and its various stakeholders, graduates will be well suited to a range of general management positions.

At VELUX, candidates with a strong understanding of business markets and the ability to handle ambiquity and complexity are in high demand. As we continue our development as a global matrix organisation, we look for talents with knowledge of individual disciplines such as purchasing and marketing. At the same time, market demands and technological developments make it increasingly important for our employees to know how to work together with other business functions and how to build strong partnerships with customers and suppliers. For us, a degree programme with this focus is highly relevant.

CONNIE C. STANIOK Senior Director Global HR Development, VELUX