BUSINESS TO BUSINESS MARKETING

Subject code
IM3033
Number of hours
45
Number of credits
3
Level
Bachelor Full-Time
Major
Industrial Management
Minor
Business Administration
Semester
6
Campus
1 (Lý Thường Kiệt)
Department
Marketing & Management
Lecturer
Dương Thị Ngọc Liên, Tạ Hùng Anh

The Business Marketing or Business to Business Marketing ( B2B Marketing) covers the organizations and companies. In principle, Business to Business Marketing preserves fundamental values of marketing. However, the approach in this course is different.

The course will focus on analysis of customer, product, B2B Marketing process, 4Ps in B2B and new contents such as: Customer satisfaction, Customer Equity, Customer Life Cycle, Relationship Marketing, CRM, etc.
After the completion of the course, participants would be able to:

  • Integrate marketing concepts and tools
  • Distinguish between B2C and B2B marketing
  • Understand business customer behavior
  • Develop B2B marketing strategy
  • Develop B2B marketing tactics: product, distribution, pricing, and communication
  • Demonstrate selling skills and sales management effectively
  • Develop customer relationship

The objective is designed to provide students with principles and marketing techniques between organizations and modern methods in order to solve modern marketing problems.