This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, as one of the courses in the Specialization: International Marketing & Cross Industry Growth, here too there is an emphasis on how companies can expand by cross-country and cross-industry innovation. By taking this course learners will obtain the following outcomes: (1) understand the differences between B2C and B2B marketing. (2) approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers. (3) innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach. (4) gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts.
Introduction to Specialization
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Skills You'll Learn
Marketing, Marketing Strategy, Leadership and Management, Business Marketing, Sales, Brand Management
Reviews
4.6 (583 ratings)
- 5 stars75.47%
- 4 stars17.15%
- 3 stars4.80%
- 2 stars1.37%
- 1 star1.20%
DL
Jan 17, 2025
Prof. Dae Ryun Chang is an exceptional professor. Motivational, fun, engaging. I enjoyed the class and would take any other class with him. I learned a lot and well. 甑愳垬雼�, 臧愳偓頃╇媹雼�!
NC
Aug 17, 2019
Excellent One, better if we could have more live examples in the lessons. But I like the way the material has been created with more crisp and to the point material.
From the lesson
What is B2B Marketing?
Taught By
Dae Ryun Chang
Professor of Marketing