Brief Course Description
1. Course Title:
B2B Marketing
2. Language of Instruction:
Tiếng Việt
3. Course Code:
M00399
4. Credits:
3
5. Course Objectives:
Marketing trong kinh doanh mô tả hoạt động tiếp thị giữa các doanh nghiệp với nhau hay còn gọi là B2B Marketing. Marketing trong kinh doanh nhấn mạnh vào sự phức tạp của quá trình mua hàng, mối quan hệ chiến lược giữa người mua doanh nghiệp và người bán doanh nghiệp và sự phụ thuộc lẫn nhau của họ. Các nội dung xoanh quanh việc tìm hiểu các nhóm khách hàng tổ chức khác nhau, hành vi mua hàng của họ và các chiến lược marketing mix./
Business-to-business (B2B) markets are often characterised by the fact that a limited number of counterparts make up for a large portion of a company's business. This implies that the companies´ marketing tends to follow a different logic than the one traditionally applied in consumer markets. We will start from four themes on market practice (customers and sales, purchasing and logistics, product development and innovation, and business and society) and discuss appropriate theoretical tools to deal with the challenges that firms face.
6. Brief Description of Course Content:
Throughout the course, students will learn about topics such as what business marketing is, the differences between business-to-business (B2B) marketing and business-to-consumer (B2C) marketing, distinguishing between organizational customers and the products that can be offered to organizational markets Additionally, the course content will cover segmentation and positioning strategies and the 4P strategies from the perspective that managing industrial markets is a process of understanding, creativity, and delivering value to customers.