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COURSE NAME: "Business-to-Business Marketing"
SEMESTER & YEAR: Fall 2023

INSTRUCTOR: Anna Fiorentino
EMAIL: [email protected]
HOURS: TTH 11:30 AM 12:45 PM
PREREQUISITES: Prerequisite: MKT 301

The objective of this course is to expose students to the environment of business-to-business (B2B) marketing from a global perspective, with emphasis on how it differs from the consumer (B2C) marketing context. Concepts, models and analytical tools are studied in the areas of business-to business marketing analysis and strategy; managing business-to-business marketing processes; and putting business-to-business marketing into practice.

The overarching objective of the course is to provide the theoretical backbone of today’s Business to Business Marketing, complemented by real tools which can be used in day-to-day management.

The course content is organized around the following areas


In the first one, we will explore Business marketing environments and the difference vs. Customer marketing. This section includes understanding business customers, segmentation in B2B and the business buyer's decision making process.  


The second one will cover an overview of developing a B2B marketing strategy, tactics and channels. This section includes the importance of a well-defined B2B marketing strategy and its key elements. Then we will introduce tactics such as content marketing, email and social media marketing in B2B and the importance of events. We will complete the section with the measurement of the success of B2B marketing efforts, which will be explored in further details in the following section.


The third section is about the importance of relationship building in B2B marketing.  This section covers relationship with key stakeholders, including customers, partners and suppliers in the light of a customer-centric approach.  


The fourth section covers the importance of analytics and data-driven approach in decision making in B2B marketing. We will address the importance of analytics, how they are used to develop a data-drive approach to marketing decision-making and the Key performance indicators for measuring success.


The fifth section will cover in detail the specific B2B marketing tactics: content marketing, email marketing and lead nurturing, social media marketing, account-based marketing and event marketing.


Lastly, we will look ahead into the global context of B2B marketing and into the emerging trends in B2B marketing



At the end of the course, students will be able to:

Understand the characteristics of B2B marketing vs B2C Marketing

Understand challenges and opoportunities in B2B Marketing

Understand business buyer's behavior and decision making process

Analyze the elements of a B2B marketing strategy

Understand the fundamental role of B2B marketing in the sales process

Understand key B2B marketing tactics and use of channels

Learn how to use analytics in B2B marketing

Understand the global context and the emerging trends of B2B marketing

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
“Omnichannel in B2B sales: The new normal in a year that has been anything but”Harrison, L., Plotkin, C., Reis, S., Stanley , J., 2021 McKinsey&Company report, March 2021   
Communication, interactivity and satisfaction in B2B relationshipsMurphy, Micah and Sashi, C.M. (2018) Industrial Marketing Management, Vol. 68   
Instructor's slidesAnna Fiorentino--  

Graded test4 open-ended questions20%
Class ParticipationStudents are required to actively participate to class discussions with ideas, answers, questions, comments, personal viewpoints, findings, in-class discussion of case studies20%
In teams: analysis of a case studyFinal exam: teams of students will be required to write a paper and a power point presentation on a case study30%
Mid-term exam6 open-ended questions, individual30%

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

An attendance of at least 80% of classes is required. If the student totals more than 6 unexcused absences (absences for reasons approved by the Dean are considered as excused absences), students won't be able to take the final assessment and will lose all points linked to it.
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.


Week 1: Sept 5 and 7

Introduction to the course and to B2B Marketing
Opportunities and challenges in B2B Marketing 


Week 2: Sept 12, 14 and 15

The role of B2B Marketing and key elements of a B2B Marketing Strategy

Understanding Business Customers: Segmentation, targeting and positioning


Week 3: Sept 19 and 21

 Understanding the B2B Customer: needs, motivations and behaviors part 1   

Understanding the B2B Customer: needs, motivations and behaviors part 2


Week 4: Sept 26 and 28           

Review day and introduction to the Sales Pipeline

First graded test (September 28)


Week 5: Oct 3 and 5          

Sales enablement by Marketing along the Sales Pipeline - part 1


Week 6: Oct 10 and 12

Sales enablement by Marketing along the Sales Pipeline - part 1 continued; the scoring models

Sales enablement by Marketing along the Sales Pipeline - part 2


Week 7: Oct 17 and 19           

"Golden rules" for best practice Sales enablement

Mid-Term exam (October 19)


Week 8: Oct 24 and 26

Data-driven B2B marketing
Introduction to Marketing tactics


Week 9: Oct 31 and Nov 2

Content Marketing & marketing collaterals

Social Media Marketing


Week 10: Nov 7 and 9

Email Marketing and Search Engine Optimization

Events, Sponsorships and Industry Associations


Week 11: Nov 14 and 16         

Account-based Marketing
Other Online tactics

Week 12: Nov 21        

Other offline tactics


Week 13: Nov 28 and 30          

B2B in a global context 

Emerging trends in B2B marketing


Week 14: Dec 5 and 7

Final case presentations (Dec 5 and 7)