B2B Marketing

Principles of Marketing; Consumer Behaviour and Strategic Marketing

Theoretical-practical classes, covering the latest theoretical developments, framed in current business practice.

Powerpoint slides, made available to students.

Use of short videos on the different items of the program, demonstrating the current reality of the activity of companies in the context of B2B relationships

It is intended that students acquire a comprehensive view (academic and practical) of the current issues of B2B Marketing.

The discipline has the following objectives:

– Present and discuss the differences between B2B markets and B2C markets;
– Present and discuss the basic conceptual tools of Marketing in a Business-to-Business context;
– Assess the nature and role of relationships, as part of the companies’ resource base, in
understanding, creating and generating value with a view to understanding and influencing the mechanisms of creation and
delivering value to the organizational buyer;

Skills to develop:
– Develop skills to understand marketing and purchasing decisions in B2B companies to
develop in students analysis and decision-making skills regarding the main Marketing variables in a
integrated organizational management process;
– Know how to incorporate relationships and networks in the development of a company’s marketing strategy
companies;
– Stimulate and develop the capacity for critical analysis in order to motivate research in the area.

1. Introduction to B2B Marketing

1.1 Development of the concept of value and the total offering

1.2 Comparison between B2B and B2C Marketing

2. Typology (classification) of customers, organizations and markets

2.1 The different kinds of business customers

2.2 The different categories of marketers

3. Organizational behavior and buying behavior

3.1 The consumer decision process

3.2 The buying center

4. The legal and regulatory framework (context)

4.1 Business legislation in a free market

4.2 The B2B marketing implications and nuances of those restrictions

5. Concepts and contextualization of the B2B strategy

5.1 Understanding the value of strategy and its role in a complex organization

5.2 The planning process for defining and executing business strategy

6. Market research and competitor analysis

6.1 The rationale for market research in B2B markets

6.2 Steps in the market research process

6.3 Differences between consumer and B2B markets

7. Segmentation, targeting and positioning

7.1 The segmentation as a tool to manage markets and resources

7.2 Develop an understanding of segment-based on the concepts of value and the value chain

8. Product/service development and offer value

8.1 The customer and supplier involvement in the development of new offerings

8.2 The role of marketing in the product development process

9. Innovation and competitiveness

9.1 The application of entrepreneurial marketing and innovation in order to compete in B2B markets

9.2 Perceptions and misperceptions of innovations

10. Pricing in B2B markets

10.1 The relationship between perceived value and price. The relations between cost and price

10.2 Which dimensions of B2B pricing are strategic and which are tactical?

11. Business development and planning

11.1 Understanding the distinctions between ‘line’ functions and ‘development’ functions in a organization

11.2 The different types of forecasting and the integration of marketi information into the organization

12. Selling in B2B

12.1 The role of sales and the seller in B2B organizations

12.2 The differences between selling in B2B markets and selling in consumer markets

13. Branding in B2B

13.1 The creation and application of brand management in order to compete in B2B markets

13.2 How to implement brand management in B2B marketing

14. Relationships with distributors and supply chain

14.1 Understand the principles of market channel design and the delivery of economic utility to customers

14.2 Understand value networks and the relationships to marketing channels

15. Communication with the market

15.1 Differences between promotion in consumer markets and promotion in B2B markets

15.2 Kinds of promotion tools used in B2B marketing

NAO

Blythe, J. and Zimmerman, A. (2022), Business to Business Marketing Management, A Global Perspective, 4rd ed., Routledge (Course textbook)

Vitale, R. Giglierano, J and Pfoertsch, W. (2011), Business to Business Marketing: Analysis and Practice, International Edition, Pearson.