73429 - Business to Business Marketing

Course Unit Page

Academic Year 2021/2022

Learning outcomes

The course objective is to give a clear definition of the Business Market (B2B) compared to B2C and B2G. At the end of the course students will be familiar with the concept of a strong long-term relationship with the customersbased on trust and satisfaction and the business market itself. In addition, students will be aware of how being “Marketing Oriented” is essential in order to create new customers as well as to implement effective retention plans.

Course contents

A comprehensive study of the nature and scope of business-to-business markets: this marketing course focuses on a wide range of current issues in B2B marketing, such as understanding, creating and delivering value; the business buying process, purchasing/procurement process, B2B customer relationship, B2B communication, use of Web 2.0 technologies and social media. The course addresses various B2B contexts such as products and services within domestic and global markets.

The course is addressed to those of you who are interested in branding, communication, use of new technology, and multichannel. A special focus will be given to the "Employer Branding" and how the 5th "P" of People really affects the Marketing Mix especially within manufacturing companies.


Kotler P., Pfoertsch W., B2B Brand Management; Springer

Kotler P., Keller K.L., Marketing Management 14e, Global Edition, Pearson

Additional cases, articles and material will be handed out during the course. Slides and keynotes will be considered as the guideline of the course.

Teaching methods

Lectures and discussion: Lectures will highlight elements of the readings, provide an organizing framework for the topic of the day, and cover new material. Oral participation during the lecture sessions and case discussions will be very important. A substantial part of the benefit the student will derive from the class is a function of his/her willingness to expose his/her viewpoints and conclusions to the critical judgment of the class, as well as his/her ability to build upon and evaluate the judgments of his/her classmates. This is the reason why I will dedicate a large amount of time in class discussion.

Class participation: Active, meaningful contribution to class discussion largely determines the class participation grade for this course. The participation grade is not merely an attendance grade. The class participation grade is a grade that is built up through the student’s contribution of insightful comments. In fact, beyond a threshold level of participation, much higher weight is placed on the depth of ideas presented and their contribution towards gaining new insights in the class discussion.

Guest speakers: Participation and quality of preparation for these meetings will count toward “class participation” grade.

Case preparation and analysis: Cases will illustrate and expand the lectures, introduce new material, and allow for practice in business market decision-making. The cases have been carefully selected to make a series of points. Some cases may not be particularly recent. This is because a case is a pedagogical device designed to make a point, and these cases have been proven to do so well. They are not intended to be a summary of current events in a particular industry or market.

During this course, the class will analyze and develop a real case: this year the Business Case will involve a Centrifugal Separators Manufacturing Company. The Management of the Company will present the case to the class and the Teams will have to develop the requested outcome. Students are expected to make the most out and integrate the knowledge acquired in other courses and put it into practice.


Assessment methods

Evaluation of student performance in this course will be based on class participation, group project, teamwork presentations, and final oral test. Distribution of grades is based on the following percentages:

  • 50%: Teamwork Project
  • 10%: Class participation
  • 40%: Final Test 

* the evaluation committee of the Company will be allowed to give up to maximum 2 additional points at its sole discretion.

Please note that to be fair to all students, full credit will not be given to any deliverable submitted past the due date.

To all non-attending students (Clamda-IM only): please contact me to know the requirements and assessment method to take your exam.

Teaching tools

The course will be held using different types of multi-media resources: audio, video, infographics, text, and animation. These resources aim to build a method to help learners develop learning strategies as well as develop and use business models and frameworks connected to B2B marketing management processes.

Depending on Covid-19 situation at the time of the course, some tools and teaching methods might vary.

Office hours

See the website of Alessandra Raggi