International B2B Marketing

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

• Understand differences between B2C and B2B marketing
• Approach marketing challenges from an inter-organizational perspective
• Gain insights about cross-country and cross-industry innovation
• Apply best practices from B2B industry experts

• No deep prior experience required, basic computer and internet skills helpful
• Ability to read course instructions in English and complete short activities