ENT 614
Business to Business (B2B) Sales & Marketing
Autumn
3 credits

Objective & Learning Outcomes

B2B business models continue to shape the business landscape, there i,s growing need for specialized courses in 82B Sales and Marketing, including collaborating with industry partners and research in B2B areas of focus. The aim of this course is to provide a comprehensive understanding of the B2B market dynamics, key stakeholders, decision making processes, sales & marketing strategies, and intricacies of B2B transactions. Students learn about industry best practices, evolving business models (B2B Sales, B2B marketplaces) and employing effective digital marketing strategies tailored to B2B sales process.

Modules

  • Introduction to B2B Sales & Marketing
  • Understanding the B2B Buyer & Decision-Making Unit (DMU) 
  • B2B Customer Lifetime Value (CLV)
  • Creating the Value Proposition, Messaging & Pitch
  • B2B Marketing & Outreach Strategy
  • Leveraging Digital Marketing in B2B
  • B2B Sales Strategies and Models
  • B2B Pricing Strategies
  • B2B Procurement: Definitions, Stakeholders and Processes
  • Sales and Marketing Organisation Alignment
  • Building and Maintaining Client Relationships
  • B2B Saas Marketing & Sales Strategies
  • Understanding the MarTech landscape for B2B

Faculty

Rizwan Koita