Yonsei University
International B2B (Business to Business) Marketing
Yonsei University

International B2B (Business to Business) Marketing

Dae Ryun Chang

Instructor: Dae Ryun Chang

31,060 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.6

(564 reviews)

9 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
95%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.6

(564 reviews)

9 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
95%
Most learners liked this course

Details to know

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Assessments

5 assignments

Taught in English

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This course is part of the International Marketing & Cross Industry Growth Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 3 modules in this course

During Week 1, learners will obtain a fundamental and solid understanding of the characteristics of business to business (B2B) marketing. Some key constructs such as the buying center is used to explain the complex web of interactions that occur when B2B marketing takes place. The first week will offer learners very practical methods that they can use to proactively market to B2B customers such as the 4W's Approach. This week learners will also "learn" from the experience of two practitioners, Alex Teo and Prasanna Meduri who discuss B2B marketing in international markets and how it is changing. There is a practice quiz and a graded quiz in Week 1 for learners to accustom themselves to a formal evaluation of basic B2B marketing knowledge acquisition.

What's included

7 videos5 readings2 assignments1 peer review2 discussion prompts

During Week 2, learners will begin to dive more in depth to the specific B2B marketing elements, i.e. product, price, place and promotion. For product marketing, the key emphasis will be on how customer needs are defined in the organization during the total buying process. For price marketing, given the B2B2C nature of including the end-user, price and value, as well as costs, can be varied depending on the application. For place marketing, based on the principle that distribution is the analysis of service or functions demanded by the customer, learners will understand when and how the total channel can be designed by the various channel members including the manufacturer. For promotion marketing, boxing is used as an analogy of the combination and sequence of communication tools that a marketer can use to gain attention, instill interest, stir desire and finally move customers to action. There is a practice quiz and a graded quiz in Week 2 for learners to accustom themselves to a formal evaluation of B2B marketing mix knowledge acquisition.

What's included

8 videos3 readings2 assignments4 discussion prompts

During Week 3, the course concludes with how companies can pursue CCCI Growth, i.e. Cross Country and Cross Industry Growth in B2B Marketing. In Cross Country Growth learners will recap the initial issue of testing the validity of going abroad and if found, how to proceed. In Cross Industry Growth, learners will discover that the fundamental definition of B2B2C, i.e. the variation of applications of B2B products lend themselves to Cross Industry Growth possibilities. In Week 3, learners will also "learn" from the Cross Country and Cross Industry Innovation experience at Rolls Royce (Aero Engines), and ThyssenKrupp (Elevators) via interviews with Dr. Alex Jun and Mr. Wayne Park. There is a final quiz to assess the cumulative learning for the International B2B Marketing course.

What's included

8 videos2 readings1 assignment2 discussion prompts

Instructor

Instructor ratings
4.7 (91 ratings)
Dae Ryun Chang
Yonsei University
7 Courses81,452 learners

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4.6

564 reviews

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