International B2B (Business to Business) Marketing

About this 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.

Created by:  Yonsei University

• Taught by:  Dae Ryun Chang, Professor of Marketing

  School of Business

Basic Info Course 3 of 6 in the International Marketing & Cross Industry Growth Specialization Commitment 3 weeks of study, 1-2 hours/week Language English, Subtitles: Korean, Spanish, Chinese (Simplified) How To Pass Pass all graded assignments to complete the course. User Ratings 4.5 stars Average User Rating 4.5See what learners said Travail en cours

Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.

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Connectez-vous à des milliers d'autres étudiants et débattez sur des idées, discutez le contenu du cours et obtenez de l'aide pour en maîtriser les concepts.

Certificats

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Yonsei University Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia.

Syllabus


WEEK 1


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.


7 videos, 5 readings, 1 practice quiz expand

1. Lecture: Syllabus
2. Lecture: Let's Connect on Social Media
3. Lecture: Slides
4. Lecture: Recommended Reading on Noon Nopi
5. Video: Introduction to Specialization
6. Video: 1.1 Introduction to Course
7. Video: 1.2 What is B2B Marketing? Part1
8. Demande de discussion: What do you think defines B2B, i.e. Business to Business Marketing?
9. Video: 1.3 What is B2B Marketing? Part2
10. Video: 1.4 B2B: Push & Pull and the 4W’s Approach
11. Demande de discussion: What are the advantages of using a 4W Approach?
12. Video: 1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part1
13. Video: 1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part2
14. Lecture: References
15. Quiz pour s'exercer: Lesson 1 Practice Quiz
16. Examen par les pairs: Optional Peer Review on the 4W's Approach

Graded: Lesson 1 Graded Quiz

WEEK 2


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.


8 videos, 3 readings, 1 practice quiz expand

1. Lecture: Slides
2. Lecture: Recommended Reading on Marketing Strategy
3. Video: 2.1 B2B: Product Marketing Part1
4. Video: 2.2 B2B: Product Marketing Part2
5. Demande de discussion: What are some Key B2B Product Marketing Issues?
6. Video: 2.3 B2B: Price Marketing Part1
7. Video: 2.4 B2B: Price Marketing Part2
8. Demande de discussion: What are some key B2B Pricing Issues?
9. Video: 2.5 B2B: Promotion Marketing Part1
10. Video: 2.6 B2B: Promotion Marketing Part2
11. Demande de discussion: Why is Boxing a good analogy for B2B Promotion?
12. Video: 2.7 B2B: Place Marketing Part1
13. Video: 2.8 B2B: Place Marketing Part2
14. Demande de discussion: When to go direct and when to go via middlemen?
15. Quiz pour s'exercer: Lesson 2 Practice Quiz
16. Lecture: References

Graded: Lesson 2 Graded Quiz

WEEK 3


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.


8 videos, 2 readings expand

1. Lecture: Slides
2. Video: 3.1 B2B: Cross Country Growth Part1
3. Video: 3.2 B2B: Cross Country Growth Part2
4. Demande de discussion: Does culture matter in B2B Marketing?
5. Video: 3.3 B2B: Cross Industry Growth Part1
6. Video: 3.4 B2B: Cross Industry Growth Part2
7. Demande de discussion: Should Service and Product be separated?
8. Video: 3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part1
9. Video: 3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part2
10. Video: 3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)
11. Video: Instructor's Thank You
12. Lecture: References

Graded: Final Graded Quiz