73429 - BUSINESS TO BUSINESS MARKETING

Conoscenze e abilità da conseguire

The course objective is to give a clear definition of the Business Market (B2B) compared to B2C and B2G. At the end of the course, the students are familiar with the concept of a strong long-term relationship with the customersbased on trust and satisfaction and the business market itself. In addition, the students are aware of how being “Marketing Oriented” is essential in order to create new customers as well as to implement effective retention plans.

Contenuti

A comprehensive study of the nature and scope of business-to-business markets: this marketing course focuses on a wide range of current issues in B2B marketing, such as understanding, creating and delivering value; the business buying process, purchasing/procurement process, B2B customer relationship, B2B communication, use of Web 2.0 technologies and social media. The course addresses various B2B contexts such as products and services within domestic and global markets.

The course is addressed to those of you who are interested in branding, communication, use of new technology, and multichannel. A special focus will be given to the "Employer Branding" and how the 5th "P" of People really affects the Marketing Mix especially within manufacturing companies.

Testi/Bibliografia

Kotler, Keller, Chernev: “Marketing Management 16e”, Global Edition, Pearson

Kotler P., Pfoertsch W., B2B Brand Management; Springer

Additional cases, articles and material will be handed out during the course. Slides and keynotes will be considered as the guideline of the course.

Metodi didattici

Lectures and discussion: Lectures will highlight elements of the readings, provide an organizing framework for the topic of the day, and cover new material. Oral participation during the lecture sessions and case discussions will be very important. A substantial part of the benefit the student will derive from the class is a function of his/her willingness to expose his/her viewpoints and conclusions to the critical judgment of the class, as well as his/her ability to build upon and evaluate the judgments of his/her classmates. This is the reason why I will dedicate a large amount of time in class discussion.

Class participation: Active, meaningful contribution to class discussion largely determines the class participation grade for this course. The participation grade is not merely an attendance grade. The class participation grade is a grade that is built up through the student’s contribution of insightful comments. In fact, beyond a threshold level of participation, much higher weight is placed on the depth of ideas presented and their contribution towards gaining new insights in the class discussion.

Guest speakers: Participation and quality of preparation for these meetings will count toward “class participation” grade.

Case preparation and analysis: Cases will illustrate and expand the lectures, introduce new material, and allow for practice in business market decision-making. The cases have been carefully selected to make a series of points. Some cases may not be particularly recent. This is because a case is a pedagogical device designed to make a point, and these cases have been proven to do so well. They are not intended to be a summary of current events in a particular industry or market.

Modalità di verifica e valutazione dell'apprendimento

Evaluation of student performance in this course will be based on class participation, group project, teamwork presentations, and final oral test. Distribution of grades is based on the following percentages:

• 50%: Teamwork Project
• 10%: Class participation
• 40%: Final Test

Please note that to be fair to all students, full credit will not be given to any deliverable submitted past the due date.

To all non-attending students (Clamda-IM only): please contact me to know the requirements and assessment method to take your exam.

Evaluation Grid

The test assessment grid will be as follows:

<18 insufficient

18-23 sufficient

24-27 average/good

28-30 very good

30 cum laude excellent/outstanding

Strumenti a supporto della didattica

The course will be held, in person, using different types of multi-media resources: audio, video, infographics, text, and animation. These resources aim to build a method to help learners develop learning strategies as well as develop and use business models and frameworks connected to B2B marketing management processes.

Orario di ricevimento

Consulta il sito web di Alessandra Raggi