The course aims to analyze the main topics and emerging trends in business-to-business (B2B) marketing. In particular, the characteristics of B2B companies and marketing contents are studied, examining relevant issues such as relationships between companies, networks, strategies and business models, the specificities of segmentation, the management of the main marketing levers, impact of digitization and new technologies.
The lecturer will provide slides, reports and case studies. Additionally, the papers to be studied are the following (all the material will be available on Moodle):
i) For attending and non-attending students:
1. Waluszewski, A., Snehota, I., & La Rocca, A. (2019). What remains to be discovered? Manifesto for researching the interactive business world. Journal of Business & Industrial Marketing, 34(1), 232-239.
2. Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing, 24(7), 1410-1419.
3. Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), 1161-1179.
4. Chae, B. K., McHaney, R., & Sheu, C. (2020). Exploring social media use in B2B supply chain operations. Business Horizons, 63(1), 73-84.
5. de Jong, A., De Ruyter, K., Keeling, D. I., Polyakova, A., & Ringberg, T. (2021). Key trends in business-to-business services marketing strategies: Developing a practice-based research agenda. Industrial Marketing Management, 93, 1-9.
(ii) For non-attending students:
6. Ford, D., Gadde, L. E., Håkansson, H., Snehota, I., & Waluszewski, A. (2008, September). Analysing business interaction. In 24th IMP Conference, Uppsala (pp. 1-37).
7. Runfola, A., Milanesi, M., & Guercini, S. (2021). Rethinking interaction in social distancing times: implications for business-to-business companies. Journal of Business & Industrial Marketing, 36(13), 105-115.
8. Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58.
9. Mikalef, P., Conboy, K., & Krogstie, J. (2021). Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach. Industrial Marketing Management, 98, 80-92.
Learning Objectives
The learning objectives are as follows:
- acquisition of fundamental knowledge regarding business-to-business marketing, with particular reference to its strategic and operational components;
- understanding of the characteristics, specificities and criticalities of companies operating in B2B markets;
- understanding of the relevance of new digital tools and new technologies and their impact in B2B marketing;
- development of application capacities of some of the aforementioned technologies for B2B companies.
Prerequisites
Priciples of marketing and management (suggested).
Teaching Methods
Class times will be used for a combination of lectures, seminars, group discussions and project work.
Further information
The course is held every Tuesday from 8.30 to 11.45, room 1.11, building D6. Attendance is not mandatory.
For any need concerning the course or to schedule a meeting, send an email to: matilde.milanesi@unifi.it
All the teaching material of the course, notices and communications, are regularly uploaded by the teacher on Moodle (the slides of the lessons are usually uploaded every monday afternoon).
Type of Assessment
For attending students, the final exam includes a project work (group work) and a written test.
The project work aims to develop teamwork, problem solving skills, and practical skills. The written exam aims to ascertain the acquisition of knowledge and skills by taking a 90-minute test, without the help of notes or books. The written test consists of 20 multiple choice questions (20 points) and 2 open questions (10 points).
For non-attending students, the final exam includes an oral test which consists of a conversation with the teacher (from 4 to 6 questions) aimed at verifying the knowledge acquired and to bring out the ability to deal independently and critically with relevant B2B issues.
Course program
The main topics covered by the course are the following:
- the prospects of business-to-business (B2B) marketing and their evolution
- the fundamentals of B2B marketing
- relationships between companies and networks
- business market segmentation
- communication and buyer-supplier interaction
- the management of the main marketing processes: managing product offerings, product innovation, pricing
- digital marketing for B2B
- the strategic use of social media for B2B companies
- Other digital technologies for B2B marketing: artificial intelligence and gamification
- Emerging trends in B2B marketing.