The student learns to assess the special characteristics related to the selling between organizations and its impact on various situations. He/she can interpret the organizational buying behavior and integrate his/her actions accordingly. Further, while making tactical plans, the student can take into account the acquisition practices of the public sector.
The student learns to carry out a customization process consisting of a product/service combination required. He/she can analyze the special characteristics related to professional services and take them account in the realization of a productization or marketing activities in practice.