Business to Business Marketing

The aim of the course is to study theoretical and practical fundamentals of business to business marketing, get acquainted with the latest tendencies of business to business marketing. In this course students will gain basic knowledge and skills of business to business marketing, will be able to apply this in the competing business to business market. The course includes lectures, case studies and individual/group public presentations of independent work.

To provide students with theoretical knowledge and practical skills of business to business marketing for the creation of an enduring value to the organizations in the business to business market.

Principles of Marketing or Marketing

1. Definition of business to business marketing 2. Fundamentals of business to business and business to customers marketing 3. Business to business environment: customers, organizations and markets 4. Organizational buying and buyer behavior 5. Lobbying in business to business markets 6. Legal and regulatory environment in business to business market 7. Market research and competitive analysis in business to business market 8. Segmentation, target market and positioning in business to business market 9. Business to business sales 10. Strategies for customer relationship management in business to business markets 11. Branding in business to business market 12. Communication with business to business market

1. The student identifies and interprets at least half of the given innovations of business to business marketing, with regard to the features of organizations and products. 2. The student is able to identify and name at least half of the challenges of business to business marketing and suggest proper management methods. 3. The student demonstrates minimally sufficient knowledge and skills for the preparation of business to business brand introduction to the market and management plan. 4. The student applies business-to-business marketing knowledge to analyse an organisation's situation based on at least half of the predetermined criteria. 5. The student together with other members of the group prepares an oral presentation on the business to business brand introduction and management plan, which meets at least half of the given requirements. 6. The student works together with other members of the group, communicates with them and takes responsibility in order to achieve his/her personal results.