International B2B (Business to Business) Marketing

Go to Course: https://www.coursera.org/learn/b2b-marketing

Introduction

**Course Review: International B2B (Business to Business) Marketing on Coursera** Navigating the marketplace today requires not only a sharp understanding of traditional marketing methods but also the nuances associated with Business to Business (B2B) marketing. The Coursera course, "International B2B Marketing," offers a comprehensive dive into this specialized sector, distinguishing it from more prevalent Business to Consumer (B2C) paradigms. As part of the Specialization in International Marketing & Cross Industry Growth, this course is tailored for professionals seeking to strengthen their marketing acumen in a B2B context, particularly against an international backdrop. ### Course Overview The course is segmented into three weeks, each carefully structured to build knowledge progressively. Here's a breakdown of the content: #### Week 1: What is B2B Marketing? The course kicks off by establishing a robust foundation in B2B marketing fundamentals. By introducing concepts like the buying center, learners gain insight into the intricate interactions involved in B2B transactions. The inclusion of practical methods, such as the 4W's Approach, equips students with actionable strategies to effectively market to B2B clients. Special guest discussions by practitioners, Alex Teo and Prasanna Meduri, enrich the content by offering real-world perspectives on the evolving landscape of international B2B marketing. The week concludes with quizzes to reinforce the concepts learned. #### Week 2: B2B Marketing Mix The second week delves deeper into the critical elements of the B2B marketing mix: product, price, place, and promotion. The focus on how to define customer needs throughout the buying process sees learners exploring how variations in pricing strategies cater to both B2B and B2C considerations. Distribution channels and promotional tactics are critically examined, helping students conceptualize how different marketing tools can be effectively integrated. Again, quizzes punctuate the week’s learning to ensure comprehension and retention. #### Week 3: B2B Cross Country and Cross Industry Growth Wrapping up the course, Week 3 addresses strategies for pursuit in B2B marketing across different countries and industries (CCCI Growth). Through case studies and interviews with industry leaders from Rolls Royce and ThyssenKrupp, learners understand practical applications of B2B marketing innovations. This week emphasizes assessing market entry strategies and leveraging the vast potential for growth in both cross-country and cross-industry dimensions. ### Learning Outcomes By the end of the course, participants will not only have acquired practical tools and frameworks for effectively marketing in a B2B context but will also gain insights into the strategic considerations required for international market expansion. The blend of theoretical knowledge and practical application throughout the course ensures that learners can translate concepts into successful marketing strategies. ### Recommendation I highly recommend the "International B2B Marketing" course to anyone looking to enhance their marketing expertise, especially within the context of B2B. Whether you're a marketing professional aiming to pivot your career towards B2B, a business owner looking to refine your marketing strategies, or a student eager to stand out in the job market, this course provides valuable insights and practical skills that are increasingly relevant in today's global business environment. The combination of expert teaching, engaging content, and interactive assessments makes this course not only informative but also enjoyable. Participants can expect a significant return on investment through the knowledge gained, making this course a must-take for aspiring marketers focused on B2B dynamics.

Syllabus

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.

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.

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.