Small firms and B2B Marketing Module Details

The course provides students with a comprehensive understanding of B2B marketing and familiarizes them with strategic decision making and the complexities of B2B vs Business 2. It introduces students to consumer Strategic planning and assists them to demonstrate the ways traditional 4Ps can be applied to B2B marketing strategy.         

At the end of the course students will be expected to:

1) Identify the dynamic nature of the business marketing environment and the basic similarities and differentiate between consumer-goods and business marketing.

2) Determine how businesses segment their business markets, and the role of market segmentation in the development of business marketing strategy.

3) Assess marketing’s strategic role in corporate strategy development.

4) Recommend how companies can build a strong b2b brand and provide competitively superior value to customers.

5) Organize for a successful channel strategy, both physical and virtual.

6) Demonstrate how the traditional 4Ps are applied to b2b marketing strategy.