B2B marketing

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Course description

The course aims to provide students the fundamental knowledge of B2B concepts and techniques; to enable students to identify key problems in a complex, competitive situation. The major responsibility of students in this course to make rational marketing decisions and present well supported recommendations for future action while justifying them through oral and written communication.

Course results

  • To develop an understanding of the elements of the B2B marketing concepts, process, and theories.
  • To be able to analyse micro and macro environments; implement an industry analysis and be able to apply evaluation tools to understand how a business is operating.
  • To be able to describe and to analyse the impact of economic, social, political, and cultural variables which affect a marketing operations.
  • To learn how to apply the B2B concepts to real life business cases and develop recommendations to help solve marketing issues.
  • To be able to summarize the options available for the company, to defend the recommendations. Evaluate the rationale for each alternative and the risks of an organization.
  • To be able to work in a team, to present work results in written or oral form, to be able to argue decisions.


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