BUSINESS TO BUSINESS MARKETING

Single discipline educational activity

Course Sheet

Course code:

000902L

Academic Year of enrolment:

2018

Year of supply:

2018/2019

Type of Course:

Elective Course

Degree:

Course of 2nd Cycle Degree in BUSINESS ADMINISTRATION

Disciplinary Sector:

Corporate Finance

Language:

Italian

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

LELLI ALESSANDRO

Cycle:

First semester

Hours of classroom activity:

Individual study hours:

153

Prerequisites:

There are not prerequisites or the necessity to have basic knoledge to follow the course.

Objectives

The objectives of this course are principally oriented to understand the behaviours of the managers in the B2B markets to develop the organization, product and market strategies. This behaviour is not very well understood from the majority of people because all the relationships are developed anly inside the companies and for this reason not visible aotside.
The most important points touched in this course are :
1) To understand the differences between B2B and B2C.
2) To understand the concept pf Value also working on case studies.
3) To understand the importance of the competitive advantages to be perceived from customers better than competitors.
How to proceed in the competitive analysis in a professional way.
4) To understand the strategic importance of beeing able to develop strong relationships with customers to enlarge the meaning of the marketing mix (4P) to add the fifth P that means People.
5) To learn how to develop a business plan and a market strategy also working on case studies and with the presence of guest managers.

Contents

B2B Marketing is the study of the activity of the Marketing department in the business markets that are the industrial markets where the relationship for selling and buying is between companies and is not considering the consumer or final buyer.
It is a market not very well known but very interesting to study due to complete different rules that are governing these kind of relationships that are also completely different from the ones in the Business to Consumer markets (B2C) where everyone of us is playing a role everyday.
We will analyze all the most important differences between these two types of markets.
Then we will move to understand in details what does it mean to introduce the marketing activities in a company that in many realities is still a dream or is applied in a wrong way not giving the right responsabilities to the Marketing Manager.
Then we will procede with the analysis of all the activities of the Marketing Department that have in common the Value concept and the precise understanding of the distintive competences to create the competitive advantages to be perceived better than the competitors.
The concept of value will be explained in three levels :
understand the value, create yhe value, transfer the value.

Extended Syllabus

The program of the course will include in 72 hours the following topics:
1) Introduction, B2B and B2C, the meaning of marketing, the value concept, the change, the foundamental principle of B2B -PDM, SCM, CRM, segmentation, targeting, positioning.
2) The market sensing : the market definition, the competition analysis, the value calculation, the feedback from customers to understand the customer satisfaction.
3) To understand the companies in their customer role : the 3 most important behaviour.
4) To finalize the business and the market strategy.
5) To manage the offer to the market adding services to be perceived better than compatitors.
6) To realize and develop new products and new services.
7) Managing direct and indirect distribution channels with agents and distributors.
8) Procuring new customers. The important of the use of CRM to transform a new contact in a new customer.

Recommended Bibliography

Business Market Management
James Anderson, James Narus : ETAS

Methods of Provision

Conventional

Teaching Methods

The teaching methods are the followings :
1) Theoretical lectures that include also my specific experience in managing position in some international B2B companies.
2) Interactivity with the students that are requested to be very active having an high level of partecipation.
3) Analysis and discussion on specific case studies that the students, divededin groups, have to present to the teacher.
4) Speach of guest managers coming from B2B industries.
5) We will meet a B2B company (one month before the end of the course) that will give to the class a specific problem to study with the presentation to the company management team of the possible solutions during the visit to the company itself.
6) At the beginning of the course the teacher will present the methods for team work and for problem solving.

Evaluation methods

Verification of learning:

The methods for verifying learning are the following :
1) During every lecture the teacher will check the complete understanding of what was previously discussed asking questions and receiving answers.
2) During the presentation of the case studies and during the presentation of the project work at the end of the course that will also be considered in the final evaluation.
3) During the final oral exam.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree