Международный В2В-маркетинг

Магистратура 2020/2021

Статус: Курс по выбору (Smart-маркетинг: данные, аналитика, инсайты)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Факультет экономики, менеджмента и бизнес-информатики

Когда читается: 2-й курс, 3 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Сажина Александра Ильдаровна

Прогр. обучения: SMART-Маркетинг: данные, аналитика, инсайты

Язык: английский

Кредиты: 3

Контактные часы: 2

Full Syllabus Ask Question

Abstract

This course offers a unique perspective into the differentiating aspects of 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, there is an emphasis on how companies can expand by cross-country and cross-industry innovation. Blended format, based on https://www.coursera.org/learn/b2b-marketing

Learning Objectives

This course gives you an approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers

Expected Learning Outcomes

gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts
understand the differences between B2C and B2B marketing
innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach

Course Contents

3. B2B – cross-country and cross-industry growth
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.
1. What is B2B-marketing
The 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.
2. B2B-marketing mix
The 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

Online course results
In-class examination results
The exam is in writing. The exam is conducted in the form of a business situation analysis. Student computer must meet the requirements: support word, exel. To participate in the exam, the student must send the work within the specified time in word format. Originality of the work should be at least 80%. The transfer procedure is similar to the surrender procedure. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.

Interim Assessment

Interim assessment (3 module)
0.4 * In-class examination results + 0.6 * Online course results

Bibliography

Recommended Core Bibliography

Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920

Recommended Additional Bibliography

Kavoura, A., Sakas, D. P., & Tomaras, P. (2017). Strategic Innovative Marketing : 5th IC-SIM, Athens, Greece 2016. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1530021

Course Syllabus