Business-to-Business Marketing

The course focus is on creating strategic partnerships and long-term relationships between organizations. Students will learn how to identify potential partners, assess mutual benefits and develop alliances that promote growth for both parties. Another crucial aspect covered in the course is managing distribution channels in a B2B context. Students will explore the various distribution channels available, assessing their relevance and effectiveness in reaching business customers. Communication tactics adapted to professional markets are also covered. Students gain an in-depth understanding of how to determine business needs and buying behaviors. Students will learn how to use that information to develop targeted messages, choose appropriate communication channels and adjust their approach to the longer buying cycles and complex decision-making processes associated with business-to-business markets. The practical component of the course offers students opportunities to apply their theoretical knowledge through case studies.