The course aims to analyze the main themes and emerging trends in business-to-business (B2B) marketing. Specifically, it delves into the general characteristics of B2B markets and companies, examining relevant issues such as: customer-supplier relationships, networks, the specific traits of segmentation and positioning, the management of the main marketing levers, sales management, the impact of digitalization and new technologies.
Slides, reports and case studies. Additionally, the papers to be studied are the following (all the material will be available on Moodle):
(i) For all 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. 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.
3. 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.
4. 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.
(ii) For non-attending students (in addition to the three previous papers):
1. 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.
2. Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79-93.
3. Cortez, R. M., Clarke, A. H., & Freytag, P. V. (2021). B2B market segmentation: A systematic review and research agenda. Journal of Business Research, 126, 415-428.
Learning Objectives
The learning objectives are the following:
- acquisition of fundamental knowledge concerning business-to-business marketing, with particular reference to its strategic and operational components;
- understanding of the characteristics, specificity and criticality of companies operating in the B2B markets;
- understanding of the relevance of new digital tools and new technologies and their impact in B2B marketing;
- development of the ability to apply the conceptual and methodological tools offered in class to real cases.
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.
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 the delivery of a project work (group work) and a written test.
The project work aims to develop teamwork skills, problem solving, and to develop practical skills, applying the conceptual and methodological tools acquired in class to real cases of B2B companies.
The written test aims to ascertain the acquisition of knowledge and skills by carrying out a 60-minute test, without the help of notes or books. The written test consists of 25 multiple choice questions on the entire programme, including the 4 papers.
The final evaluation is given by the combination of the project work (45%) and the written test (55%). Passing the written test with a mark of at least 18/30 is a necessary condition for passing the exam.
For non-attending students, the final exam includes a written test with 30 multiple choice questions and 3 open questions on the whole programme, including the 7 papers.
Course program
The main topics covered by the course are the following:
- the approaches to business-to-business (B2B) marketing and their evolution
- the fundamentals of B2B marketing and the general characteristics of B2B markets
- the customer-supplier relationship and networks
- business market segmentation and positioning
- communication and branding
- the development of the offer and innovation
- pricing
- sales management
- digital marketing and the strategic use of social media for B2B companies
- the impact of new digital technologies
- emerging trends in B2B marketing