B2B Marketing (MNG228)

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Course goals

Business-to-Business (B2B) Marketing is an exciting course that explores the unique world of marketing when businesses sell to other businesses. You’ll uncover the vital distinctions between B2B and B2C marketing, emphasizing the enduring importance of building strong customer relationships and creating compelling business offers. You’ll discover that “no business is an island”, as we explore the intricate web of business networks, all while delving into the latest research and global trends that provide a solid grasp of the ever-evolving B2B landscape.

Course results

  • Develop an in-depth understanding of the distinctions between B2B and B2C marketing, emphasizing the significance of building enduring B2B relationships for business success.
  • Apply contextual analysis to identify factors influencing organizational buying decisions, comprehend decision-making units and roles, and the intricate buying process in B2B markets.
  • Explore the ethical and socially responsible dimensions of managing customer relationships in the B2B context, demonstrating proficiency in strategies for building and sustaining meaningful connections.
  • Demonstrate strategic planning skills within the B2B marketing discipline, incorporating market segmentation, estimating demand, and formulating strategic perspectives to propose viable solutions for businesses.
  • Make informed decisions using appropriate tools to optimize business marketing channels, embracing the omnichannel imperative, and collaborating effectively in supply chain management.
  • Apply contextual analysis to pricing models and strategies in B2B marketing, making ethically informed decisions and proposing viable solutions for pricing in the business context.
  • Demonstrate effective communication in various B2B settings, adapting communication strategies based on target audience tasks and situations, and integrating ethical considerations into communication practices.
  • Apply critical thinking and problem-solving skills in a changing environment.