Brief Course Description
1. Course Title:
Business to Business Marketing
2. Language of Instruction:
Tiếng Việt
3. Course Code:
MAR204
4. Credits:
4
5. Course Objectives:
- Understand and apply the theories and concepts of business-to-business (B2B) marketing in real-life business settings
- Disseminate practical knowledge of B2B marketing management and its relationship to corporate and business strategy
6. Brief Description of Course Content:
Unlike consumer marketing where an individual makes decisions based on their own needs or those of their household, business-to-business (B2B) marketing involves individuals or companies promoting and selling products and/or services to other companies. This unit encompasses all these aspects of B2B marketing including organizational buying behavior, B2B market research, management of the marketing mix from a B2B perspective, relationship and network marketing, supply chain management and Customer Relationship Management (CRM) strategies, and business marketing strategy.