• This course provides fundamental knowledge of Business-to-Business (B2B) marketing, including customer types and product/service characteristics.
• It covers organizational buying behavior, customer relationship management, and the strategic importance of relationship marketing.
• Students will learn to manage and promote B2B products and services, focusing on brand building, positioning, and innovation.
• The module also teaches essential personal selling techniques, including trust-building, needs discovery, and sales presentation planning in B2B markets.