Business-to-Business Marketing

Instructor:

Sergey P. Kouchtch, Professor, kouchtch@gsom.pu.ru

 

Workload:

4 ECTS

45 hours of classes

 

Major, concentration: 

Management: Marketing

 

Prerequisites:

Marketing

 

Aim of the Course:

The main objective of this course is to form a clear understanding of b2b marketing with its specific issues, including both conceptual and methodological levels as well as practical implementation.

 

Course Content:

Topic 1. The nature of b2b marketing

Topic 2. Relationship marketing approach in b2b marketing

Topic 3. Buying process in b2b markets 

Topic 4. Business information systems and marketing research in b2b sector

Topic 5. Different approaches to segmenting b2b market

Topic 6. The product strategy of b2b company

Topic 7. Communication tools and media of the b2b promotional mix

Topic 8. Channel management in b2b markets

 

Teaching Methods:

Lectures, practicum, group work, exercises, presentations, case studies, home and class assignments, guest lecture

 

Course reading:

1. Brennan R. Business-to-Business Marketing [Text] / Ross Brennan, Louise E Canning, Raymond McDowell. – London: SAGE Publications Ltd, 2007. – 380 p.

2. Case “OOO RusAl-Sayanskaya Folga’s Choice of Marketing Strategy”

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