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Course Syllabus

Bachelor 2020/2021

International B2B (Business to Business) Marketing

Type: Elective course (Marketing and Market Analytics)
Area of studies: Management
Delivered by: Department of Marketing
Where: Graduate School of Business
When: 4 year, 2 module
Mode of studies: distance learning
Instructors: Snezhana Muravskaia
Language: English
ECTS credits: 3
Contact hours: 2

Course Syllabus

Full Syllabus

Abstract

This course offers a unique perspective into the differentiating aspects of the business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, as one of the courses in the Specialization: International Marketing & Cross Industry Growth, here too there is an emphasis on how companies can expand by cross-country and cross-industry innovation.
Learning Objectives

Learning Objectives

  • Give an overview of specifics of the marketing activities and innovation on B2B markets
  • Approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers.
Expected Learning Outcomes

Expected Learning Outcomes

  • Understand the differences between B2C and B2B marketing
  • Understand an application of marketing mix to B2B markets
  • Gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts
Course Contents

Course Contents

  • What is B2B Marketing?
    During Week 1, learners will obtain a fundamental and solid understanding of the characteristics of business to business (B2B) marketing. Some key constructs such as the buying center is used to explain the complex web of interactions that occur when B2B marketing takes place. The first week will offer learners very practical methods that they can use to proactively market to B2B customers such as the 4W's Approach. This week learners will also "learn" from the experience of two practitioners, Alex Teo and Prasanna Meduri who discuss B2B marketing in international markets and how it is changing. There is a practice quiz and a graded quiz in Week 1 for learners to accustom themselves to a formal evaluation of basic B2B marketing knowledge acquisition.
  • B2B Cross Country and Cross Industry Growth
    During Week 3, the course concludes with how companies can pursue CCCI Growth, i.e. Cross Country and Cross Industry Growth in B2B Marketing. In Cross Country, Growth learners will recap the initial issue of testing the validity of going abroad and if found, how to proceed. In Cross Industry Growth, learners will discover that the fundamental definition of B2B2C, i.e. the variation of applications of B2B products lend themselves to Cross Industry Growth possibilities. In Week 3, learners will also "learn" from the Cross Country and Cross Industry Innovation experience at Rolls Royce (Aero Engines), and ThyssenKrupp (Elevators) via interviews with Dr. Alex Jun and Mr. Wayne Park.
  • B2B Marketing Mix
    During Week 2, learners will begin to dive more in-depth to the specific B2B marketing elements, i.e. product, price, place, and promotion. For product marketing, the key emphasis will be on how customer needs are defined in the organization during the total buying process. For price marketing, given the B2B2C nature of including the end-user, price, and value, as well as costs, can be varied depending on the application. For place marketing, based on the principle that distribution is the analysis of service or functions demanded by the customer, learners will understand when and how the total channel can be designed by the various channel members including the manufacturer. For promotion marketing, boxing is used as an analogy of the combination and sequence of communication tools that a marketer can use to gain attention, instill interest, stir desire and finally move customers to action.
Assessment Elements

Assessment Elements

  • non-blocking Online test: Definition of a B2B marketing
  • non-blocking Online test: Application of marketing mix on B2B markets
  • non-blocking Online test: Cross industry innovation
  • blocking Final exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.4 * Final exam + 0.2 * Online test: Application of marketing mix on B2B markets + 0.2 * Online test: Cross industry innovation + 0.2 * Online test: Definition of a B2B marketing
Bibliography

Bibliography

Recommended Core Bibliography

  • DASSER, M. (2019). Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation. Journal of Brand Strategy, 8(1), 20–41. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=137636674
  • Gregor Jagodic. (2014). B2B Marketing and its Impact on the Performance of the Company. Human Capital without Borders: Knowledge and Learning for Quality of Life; Proceedings of the Management, Knowledge and Learning International Conference 2014, 1425. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.h.tkp.mklp14.1425.1434
  • Innovation practices of B2B manufacturers and service providers: Are they really different? (2018). Industrial Marketing Management, 75, 112–124. https://doi.org/10.1016/j.indmarman.2018.04.008
  • Kotler, P. (1964). Marketing Mix Decisions for New Products. Journal of Marketing Research (JMR), 1(1), 43–49. https://doi.org/10.2307/3150319
  • Tsai, Y. L. (2018). The Innovation of B2B Brand Story Marketing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.8C8D9C52
  • Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. https://doi.org/10.1007/s11747-019-00687-1

Recommended Additional Bibliography

  • Alexandra Zaif, & Alina Elena Cerchia. (2019). Integrating Online Marketing Strategies in B2B Companies. Ovidius University Annals: Economic Sciences Series, 2, 614.
  • B2B Digital Marketing Plan for Attracting New International Customers and Building Brand Awareness Globally : Case: AMA Co., Ltd. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2C689A3F
  • Manrai, A. K. (2019). New Research on Designing Elements of an International Marketing Mix. https://doi.org/10.1080/08911762.2019.1620457