Course details
Business-to-Business Marketing
MARK 20115A
This business-to-business marketing course explores B2B (business-to-business) marketing strategies, focusing on creating partnerships, managing distribution channels and communication tactics adapted to professional markets.
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.
Themes covered
What Makes B2B Marketing Different: Understand how businesses buy from each other and why it's different from consumer marketing.
Knowing Your Business Customer: Learn how companies gather insights about their business clients and use AI to make better decisions.
Creating Value and Building Trust: Explore how B2B companies create solutions and brands that customers trust - including sustainable (ESG) practices.
Working Together: Marketing Sales and Customer Experience: See how marketing and sales teams collaborate to win and keep business clients with the help of technology.
Smart Pricing and Distribution in B2B: Look at how B2B companies set prices choose channels and manage supply chains responsibly.
How Technology is Changing B2B Marketing: Discover how digital tools automation and AI are transforming the way B2B marketers work - and the ethical questions that come with it.
The Future of B2B Marketing: Bring it all together by looking at what's next: platforms ecosystems AI trends and career opportunities in B2B.
Important notes
Course in French: MARK 20115 Marketing interentreprises
Prerequisite(s): MARK 10100(A)
Course code
MARK 20115A
Subject
Marketing
Program
Bachelor’s degree (BBA)
Location
Côte-des-Neiges
Instruction mode
On-site learning
Credits
3