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International B2B (Business to Business) Marketing

Dae Ryun Chang

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.

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.

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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.

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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

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Reviews summary

International b2b marketing fundamentals

According to learners, this course provides a largely positive introduction to International B2B Marketing, clearly distinguishing it from B2C approaches. Students found the explanation of key concepts like the Buying Center and the unique Cross Country & Cross Industry Innovation (CCCI) approach particularly helpful. The course offers practical insights, such as the 4W's method, and includes insightful expert interviews providing real-world context. However, some reviewers felt the course content was introductory and might lack depth for those with significant prior B2B experience, suggesting it's best suited for beginners or those seeking a solid foundation.

Provides practical insights and methods.

"Very practical insights, especially the 4W's approach."

"I gained actionable knowledge that I can apply immediately."

"Really enjoyed the structure and the practical tips provided, like the 4W's."

Offers real-world perspectives from experts.

"The expert interviews were very insightful, offering real-world perspectives."

"The interviews added significant value, connecting theory to practice."

"The industry expert interviews were inspiring."

"The expert interviews were a nice touch, though I wish they went into even more detail."

Covers concepts like Buying Center, CCCI.

"The concepts like the buying center and CCCI are well explained."

"The section on buying centers was particularly useful."

"The CCCI framework is unique and thought-provoking."

Provides clear basics of B2B marketing.

"The comparison with B2C was helpful."

"Good overview of B2B concepts. Covers B2B vs B2C..."

"It provides a clear and concise understanding of B2B marketing differences compared to B2C."

"A decent course for understanding B2B fundamentals. The difference between B2B and B2C is well highlighted."

Best for beginners, may lack depth for experienced.

"Useful for beginners, but perhaps not for those with prior B2B experience."

"The course content is too basic. It feels like a shallow dive into broad topics."

"The course is okay, but definitely geared towards beginners. If you already work in B2B, you might find it too general."

"It's a good starting point, but you'll need other resources for in-depth knowledge."

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

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

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

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.

See salaries and explore the career path for Consultant

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.

See salaries and explore the career path for Entrepreneur

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.

See salaries and explore the career path for Copywriter

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.

See salaries and explore the career path for Public relations manager

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.

See salaries and explore the career path for Brand Manager

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

Reading list

We've selected 14 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in International B2B (Business to Business) Marketing.

Marketing Management

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The 16th edition of Marketing Management classic in the field, providing a comprehensive and up-to-date overview of marketing principles and practices. It is written in a clear and engaging style, and is an essential read for anyone serious about understanding marketing.

International B2B (Business to Business) Marketing

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What's inside

Syllabus

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Reviews summary

International b2b marketing fundamentals

Activities

Career center

Reading list

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