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International B2B (Business to Business) Marketing
  • Level Foundation
  • المدة 10 ساعات hours
  • الطبع بواسطة Yonsei University
  • Offered by

عن

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.

الوحدات

What is B2B Marketing?

    • 7 Videos
    • 5 Readings
    • 2 Discussion
    • 1 PeerReview
    • 2 Assignment
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2 Assignment

  • Lesson 1 Practice Quiz
  • Lesson 1 Graded Quiz

1 Peer Review

  • Optional Peer Review on the 4W's Approach

2 Discussions

  • What do you think defines B2B, i.e. Business to Business Marketing?
  • What are the advantages of using a 4W Approach?

7 Videos

  • Introduction to Specialization
  • 1.1 Introduction to Course
  • 1.2 What is B2B Marketing? Part1
  • 1.3 What is B2B Marketing? Part2
  • 1.4 B2B: Push & Pull and the 4W’s Approach
  • 1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part1
  • 1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part2

5 Readings

  • Syllabus
  • Let's Connect on Social Media
  • Slides
  • Recommended Reading on Noon Nopi
  • References

B2B Marketing Mix Strategy

    • 8 Videos
    • 3 Readings
    • 4 Discussion
    • 2 Assignment
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2 Assignment

  • Lesson 2 Practice Quiz
  • Lesson 2 Graded Quiz

4 Discussions

  • What are some Key B2B Product Marketing Issues?
  • What are some key B2B Pricing Issues?
  • Why is Boxing a good analogy for B2B Promotion?
  • When to go direct and when to go via middlemen?

8 Videos

  • 2.1 B2B: Product Marketing Part1
  • 2.2 B2B: Product Marketing Part2
  • 2.3 B2B: Price Marketing Part1
  • 2.4 B2B: Price Marketing Part2
  • 2.5 B2B: Promotion Marketing Part1
  • 2.6 B2B: Promotion Marketing Part2
  • 2.7 B2B: Place Marketing Part1
  • 2.8 B2B: Place Marketing Part2

3 Readings

  • Slides
  • Recommended Reading on Marketing Strategy
  • References

B2B Cross Country and Cross Industry Innovation

    • 8 Videos
    • 2 Readings
    • 2 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Final Graded Quiz

2 Discussions

  • Does culture matter in B2B Marketing?
  • Should Service and Product be separated?

8 Videos

  • 3.1 B2B: Cross Country Growth Part1
  • 3.2 B2B: Cross Country Growth Part2
  • 3.3 B2B: Cross Industry Growth Part1
  • 3.4 B2B: Cross Industry Growth Part2
  • 3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part1
  • 3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part2
  • 3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)
  • Instructor's Thank You

2 Readings

  • Slides
  • References

Auto Summary

Delve into the world of International B2B Marketing with this foundational course, crafted by Coursera. Perfect for sales and marketing enthusiasts, it illuminates key differences between B2B and B2C marketing, emphasizing cross-country and cross-industry innovation. Through expert interviews and practical insights, learners will master decision-making in buying centers and innovative strategies. Available through Starter and Professional subscriptions, this 600-minute course is ideal for those looking to expand their marketing expertise.

Dae Ryun Chang
Instructor

Dae Ryun Chang