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In this course, you will:
- The course begins with an overview of business-to-business marketing, how the business market differs from the consumer market, a basic understanding of business products and business customers, followed by an in-depth analysis of business-to-business purchasing, business marketing planning, and marketing strategy of business firms, and finally measuring the performance of business organizations using a balanced scorecard and strategy map.
Syllabus:
- Business Market Fundamentals
- Business-to-Business Buying
- Customer Relationship Management
- Business Market Segmentation
- Business Marketing Planning- Strategy Perspective
- Business Product and Service Differentiation
- Pricing Strategy
- Business Marketing Channels and Supply Chain Management
- Business Marketing Communications
- Personal Selling
- Marketing Strategy in Technology Adoption Life Cycle
- Evaluating Business Marketing Strategy and Performance
