International B2B (Business to Business) Marketing from Coursera

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.

What's inside

Syllabus

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 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. There is a practice quiz and a graded quiz in Week 2 for learners to accustom themselves to a formal evaluation of B2B marketing mix 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. There is a final quiz to assess the cumulative learning for the International B2B Marketing course.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops foundational knowledge of business to business (B2B) marketing

May be particularly relevant to learners with experience in marketing or business

Covers cross-country and cross-industry growth in B2B marketing

Explores marketing across boundaries and industries, which may be relevant to learners in global business or international relations

Introduces the concept of the buying center

Teaches marketing for both domestic and international businesses

Reviews summary

Very positive b2b marketing course

Learners say that this course is very good with good content. It is well organized with knowledgeable instructors who are clear and clever. Students say that this course offers great and in-depth knowledge of B2B marketing with helpful examples. The interviews with industry experts are insightful. Students say that the lectures are engaging and well paced, allowing learners to easily absorb the material.

Lectures are engaging and well paced.

"The information is presented quite clearly with fitting examples that aid understanding. Professor Chang's enthusiasm and personality shine through with his creative ways of presenting the material."

"I really appreciate that you can watch the lecture videos at your own pace and that there's a wide variety of learning resources for you to absorb the content easily."

Interviews with industry experts are insightful.

"Very informative and interesting. With interviews with insider of the field. Great course."

"very insightful and the expert talks gave a more in-depth understanding of the concepts from an actual industry perspective"

Content is in-depth and well organized.

"This course details an in-depth knowledge of B2B Marketing "

"Excellent Course! It helped me Know. more about B2B marketing."

"very helpful course and well organized.course material are up to data."

Instructor is knowledgeable and clear.

"Very good professor. Clear and clever."

"Very knowledgeable "

"The course was good!!"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in International B2B (Business to Business) Marketing with these activities:

Review B2B Marketing Core Concepts

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By reviewing core concepts, you will solidify your understanding of B2B marketing principles and terminology, ensuring a strong foundation for the course.

Browse courses on B2B Marketing

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Revisit the definition and characteristics of B2B marketing.
Recall the different types of B2B markets and customers.
Review the buying process and the role of the buying center in B2B marketing.

Read 'Marketing Management' by Philip Kotler

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Reinforces core marketing concepts and provides insights into B2B marketing strategies.

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Obtain a copy of the book and read through each chapter.
Take notes and highlight key concepts related to B2B marketing.
Summarize and discuss the main takeaways from the book.

Compile a B2B Marketing Resource Library

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Organizes and consolidates key B2B marketing resources for easy reference.

Browse courses on B2B Marketing

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Identify credible sources of B2B marketing information.
Collect and curate articles, case studies, videos, and other relevant resources.
Organize the resources into a central location for easy access.

Five other activities

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Participate in B2B Marketing Discussion Forums

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Engages in peer-to-peer learning and exchange of ideas.

Browse courses on B2B Marketing

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Identify and join B2B marketing discussion forums or online communities.
Participate in discussions, ask questions, and share knowledge.
Collaborate with other members to explore B2B marketing concepts.

Attend Online Workshops on B2B Marketing

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Provides additional insights and hands-on guidance from industry experts.

Browse courses on B2B Marketing

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Identify reputable online platforms offering B2B marketing workshops.
Register for and attend the workshops.
Take notes and actively participate in discussions.

Develop a B2B Marketing Plan

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Provides practical experience in applying B2B marketing principles.

Browse courses on Marketing Plan

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Define the target audience and value proposition.
Identify marketing goals and objectives.
Develop strategies for each stage of the buying process.
Create a marketing budget and timeline.
Evaluate the effectiveness of the plan.

Solve B2B Marketing Case Studies

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Develops analytical and problem-solving skills in B2B marketing.

Browse courses on B2B Marketing

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Obtain a collection of B2B marketing case studies.
Analyze the case studies and identify the key challenges and solutions.
Develop and present your own solutions to the case studies.

Mentor Junior B2B Marketers

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Solidifies knowledge by sharing and explaining concepts to others.

Browse courses on B2B Marketing

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Identify opportunities to mentor junior B2B marketers.
Provide guidance and support on B2B marketing strategies and tactics.
Facilitate discussions and encourage critical thinking.

Career center

Learners who complete International B2B (Business to Business) Marketing will develop knowledge and skills that may be useful to these careers:

Chief Marketing Officer

Chief Marketing Officers plan, direct, and coordinate marketing strategies and programs within companies. This course's emphasis on B2B marketing will give you an advantage in understanding how to market your company's products or services to other businesses. This course will also help you better understand your target audience, develop marketing campaigns, and measure the results of your marketing efforts.

See salaries and explore the career path for Chief Marketing Officer

Strategic Planner

Strategic Planners develop and implement strategic plans for companies and organizations. This course will help you develop the skills and knowledge you need to develop and implement strategic plans for B2B companies. You will learn about the different aspects of strategic planning, including environmental scanning, SWOT analysis, and scenario planning. This course will also help you be an innovative planner by considering market opportunities in different countries and industries.

See salaries and explore the career path for Strategic Planner

Marketing Manager

Marketing Managers plan and execute marketing campaigns for companies. This course will help you develop the skills and knowledge you need to plan and execute successful marketing campaigns for B2B companies. You will learn about the different aspects of B2B marketing, including the buying process, customer segmentation, and marketing channels.

See salaries and explore the career path for Marketing Manager

Sales Manager

Sales Managers are responsible for the sales activities of companies. This course will help you develop the skills and knowledge you need to manage sales for B2B companies. You will learn about the different aspects of sales management, including sales planning, forecasting, and performance management.

See salaries and explore the career path for Sales Manager

Digital Marketing Manager

Digital Marketing Managers plan and execute marketing campaigns that use digital channels, such as the internet, social media, and email. This course will help you develop the skills and knowledge you need to create and manage successful digital marketing campaigns for B2B companies. You will learn about the different digital marketing channels, how to create effective content, and how to measure the results of your campaigns.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

Social Media Managers are responsible for the social media activities of companies and organizations. This course will help you develop the skills and knowledge you need to manage social media for B2B companies. You will learn about the different aspects of social media marketing, including content creation, community management, and paid advertising.

See salaries and explore the career path for Social Media Manager

Product Manager

Product Managers are responsible for the development and marketing of products. This course will help you develop the skills and knowledge you need to develop and market products for B2B companies. You will learn about the different aspects of product management, including product planning, development, and marketing.

See salaries and explore the career path for Product Manager

Consultant

Consultants provide expert advice to businesses and organizations on a variety of topics, including marketing. This course will help you develop the skills and knowledge you need to provide consulting services to businesses in the area of B2B marketing. You will learn about the different aspects of B2B marketing, including the buying process, customer segmentation, and marketing channels.

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Entrepreneur

Entrepreneurs start and run their own businesses. This course will help you develop the skills and knowledge you need to start and run a successful business that sells products or services to other businesses. You will learn about the different aspects of B2B marketing, including the buying process, customer segmentation, and marketing channels. This course will also highlight opportunities for cross-country and cross-industry growth in business ventures.

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Account Executive

Account Executives help companies grow their revenue by increasing sales of products and/or services to new and existing clients. Your understanding of B2B marketing as it pertains to customer needs and wants would be highly advantageous in your ability to acquire new clients and retain existing ones. This course's emphasis on understanding cross-country and cross-industry innovation will also be helpful to you in your marketing efforts.

See salaries and explore the career path for Account Executive

Copywriter

Copywriters create written content for a variety of purposes, including marketing and advertising. This course will help you develop the skills you need to write effective marketing copy that will appeal to business customers. You will learn about the different types of marketing copy, how to write for different audiences, and how to use persuasive writing techniques.

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Public relations manager

Public Relations Managers manage the public relations activities of companies and organizations. This course will help you develop the skills and knowledge you need to manage public relations for B2B companies. You will learn about the different aspects of public relations, including media relations, crisis communications, and social media.

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Brand Manager

Brand Managers typically work for companies that manufacture consumer products and are responsible for developing and executing marketing campaigns. Understanding business-to-business (B2B) marketing will give you a leg up on the competition by understanding how companies in your industry market their products. You will also benefit from learning about cross-country and cross-industry growth opportunities for your brand.

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Web Developer

Web Developers design and develop websites. This course will help you develop the skills and knowledge you need to design and develop websites for B2B companies. You will learn about the different aspects of web development, including HTML, CSS, and JavaScript. You will also learn about the different types of websites, such as e-commerce websites and lead generation websites.

See salaries and explore the career path for Web Developer

Market Research Analyst

Market Research Analysts conduct research to help businesses understand their target markets. This course will help you develop the skills and knowledge you need to conduct market research for B2B companies. You will learn about the different types of market research, how to collect and analyze data, and how to present your findings. This course may also expose you to cross-country and cross-industry innovation opportunities.

See salaries and explore the career path for Market Research Analyst