International B2B (Business to Business) Marketing

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

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, 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. By taking this course learners will obtain the following outcomes: (1) understand the differences between B2C and B2B marketing. (2) approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers. (3) innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach. (4) gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts.

Course Syllabus

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.

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Course Introduction

International B2B (Business to Business) Marketing Strategy In this course you will learn the key principles of running a Business to Business (B2B) Marketing Strategy. You will learn about the different stages of the B2B marketing strategy process from design through implementation, including market research, marketing analytics, sales and marketing strategy. You will understand the importance of distribution networks and the strategies used to ensure optimal customer acquisition. You will also learn the different methods used to gather data and understand the value of measurement. You will be able to relate the marketing to business objectives and performance, including measuring results, marketing analytics, sales and marketing strategy, and evaluating performance. Through the analysis of case studies, you will learn the different analytical techniques used in the B2B marketing strategy process. You will perform market research to inform your B2B marketing strategy decisions. You will learn how to develop distribution networks. You will learn how to develop marketing processes and procedures. You will also learn how to evaluate competitive positions and to recruit efficiently. Finally, you will perform sales strategy. You will know how to evaluate the performance of a given brand or business segment. Learners: • Must be experienced in the marketing or sales management aspects of marketing strategy and B2B marketing. • Have knowledge in the different stages of the marketing strategy process: design, execution, implementation, and evaluation. • Knowledge in the different stages of the marketing strategy process: design, execution, implementation, and evaluation. •

Course Tag

Business Marketing Marketing Marketing Strategy

Related Wiki Topic

Article Example
Business marketing Business marketing is also known as industrial marketing or business-to-business (B2B) marketing. Despite sharing dynamics of organizational marketing with marketing to governments, business-to-government marketing is different.
Science-to-business marketing Science-to-business marketing (S2B marketing) entails the marketing of research conducted at research institutions, particularly universities, to industry or other interested parties. The acronym S2B follows a series of marketing acronyms used to shorten and popularise marketing specialisations, including (B2C) (business-to-consumer marketing) and (B2B) (business-to-business marketing).
Business marketing Marketing to a business is trying to make a profit (business-to-business marketing) as opposed to an individual for personal use (Business-to-Consumer, or B2C marketing) is similar in terms of the fundamental principles of marketing. In B2C, B2B and B2G marketing situations, the marketer must always:
Business to many Business-to-business or B2B marketing is when organizations produce and sell their products and services to other businesses.
Business marketing The purpose of B2B marketing communications is to support the organizations' sales effort and improve company profitability. B2B marketing communications tactics generally include advertising, public relations, direct mail, trade show support, sales collateral, branding, and interactive services such as website design and search engine optimization. The Business Marketing Association is the trade organization that serves B2B marketing professionals. It was founded in 1922 and offers certification programs, research services, conferences, industry awards and training programs.
Business-to-business Business-to-business (B2B) refers to a situation where one business makes a commercial transaction with another. This typically occurs when:
Business marketing The marketing mix is affected by the B2B uniqueness which include complexity of business products and services, diversity of demand and the differing nature of the sales itself (including fewer customers buying larger volumes). Because there are some important subtleties to the B2B sale, the issues are broken down beyond just the original 4 Ps of marketing developed by McCarthy.
Business marketing This began to change in the middle to late 1970s. Academic periodicals, including the "Journal of Business-to-Business Marketing" and the "Journal of Business & Industrial Marketing" now publish studies on the subject regularly. Professional conferences on business marketing are held every year and courses are commonplace at many universities today. According to Jeremy Kourdi, more than half of marketing majors start their careers in business marketing rather than consumer marketing.
Science-to-business marketing Science-to-Business (S2B) Marketing aims at the use of marketing principles for the area of science, supporting the successful commercialisation of research competencies, capacities and results from a research institution to its research customers. The objective thereby is to develop, test and provide new models, instruments and proceedings for research commercialisation that enable universities and research institutions to market their research more effectively. The approach uses existing instruments from Business to Business Marketing, Service Marketing and Technology & Innovation Marketing.
B2B Marketing Magazine B2B Marketing Magazine is a trade publication focused on news, issues and developments relevant to marketing professionals in business-to-business companies. In 2011 the magazine had a print circulation of 5,841 copies. It was named Business Magazine of the Year in 2013 by the Professional Publishers Association.
Business marketing The practice of a purveyor of goods trading with another may be as old as commerce itself. In relation to marketing today, its history is more recent. Michael Morris, Leyland Pitt and Earl Dwight Honeycutt say that for several years business marketing took "a back seat" to consumer marketing. This entailed providers of goods or services selling directly to households through mass media and retail channels. David Lichtenthal (professor of marketing at Zicklin School of Business) notes in his research that business marketing has existed since the mid-19th century. He adds that the bulk of research on business marketing has come in the last 25 years.
Business-to-government Business-to-government (B2G) is a derivative of B2B marketing and often referred to as a market definition of "public sector marketing" which encompasses marketing products and services to various government levels - including federal, state and local - through integrated marketing communications techniques such as strategic public relations, branding, marcom, advertising, and web-based communications.
Business marketing A B2C sale is to a "Consumer" i.e. to a single person who pays for the transaction. A B2B sale is to a "Business" i.e. organization or firm. Given the complexity of organizational structure, B2B sales typically involve multiple decision makers.
Business marketing An important first step in business to business marketing is the development of a positioning statement. This is a statement of what is done and how it will be better and more efficient than competitors.
Business-to-business In most cases, the overall volume of B2B (business-to-business) transactions is much higher than the volume of B2C transactions. The primary reason for this is that in a typical supply chain there will be many B2B transactions involving subcomponents or raw materials, and only one B2C transaction, specifically sale of the finished product to the end customer. For example, an automobile manufacturer makes several B2B transactions such as buying tires, glass for windscreens, and rubber hoses for its vehicles. The final transaction, a finished vehicle sold to the consumer, is a single (B2C) transaction.
Business marketing While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. According to Hutt and Speh (2004), most business marketers commit only a small part of their promotional budgets to advertising, and that is usually through direct mail efforts and trade journals. While advertising is limited, it often helps the business marketer set up successful sales calls.
Business-to-employee Business to business (B2B) is an e-commerce, the buyers and sellers are business Organisation. It covers a broad spectrum of applications that enable an enterprise to form electronic relationships with its distributors, resellers, suppliers, customers, and other partners. Organisation can use B2B to restructure their supply chains and their partner relationships. It also exchange the services information. Also E-procurement is one of the important part of the business-to-business purchase and sale of supplies and services over the Internet. A central part of several B2B sites, e-procurement is also sometimes mentioned to by other terms, such as supplier exchange.
Business-to-business B2B is often contrasted against business-to-consumer (B2C). In B2B commerce it is often the case that the parties to the relationship have comparable negotiating power, and even when they don't, each party typically involves professional staff and legal counsel in the negotiation of terms, whereas B2C is shaped to a far greater degree by economic implications of information asymmetry.
Business marketing A 2003 study sponsored by the Business Marketing Association estimated that business-to-business marketers in the United States spend about $85 billion a year to promote their goods and services. The BMA study breaks that spending out as follows (figures are in billions of dollars):
Business marketing The tremendous growth and change that business marketing is experiencing is largely due to three "revolutions" occurring around the world today, according to Morris, Pitt and Honeycutt (2001).