Business to Business Marketing

• • Introduction to B2B marketing
  • Understanding B2B customers
  • Market sensing in B2B environment
  • Developing a B2B marketing strategy
  • Managing B2B offerings
  • Sales and delivery channels in B2B markets
  • Communication in B2B marketing
  • B2B Price management
  • Implementation of B2B marketing strategies

Others

Available as "Open Access" with the requirement of a Bachelors degree.

Special requirements

No special requirements

Business to Business (B2B) marketing has gained importance globally and differ significantly from business-consumer marketing. Business markets present unique challenges and opportunities for marketers. Business customers engage in complex purchase decision making processes and respond differently to marketing strategies compared to end consumers. Business marketers thus need to develop and execute unique marketing strategies that offer superior value and long lasting business relationships with customers. This unit will develop students knowledge of, and skills in, business to business marketing, so as to understand, analyse, and apply theory and principles of B2B marketing to build relationships and target business customers with appropriate products and services.

• Case Study Report (30%%)
• Essay (30%%)
• Final Exam (40%%)