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Nov 28th 2016

International B2B (Business to Business) Marketing(Coursera)

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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.


International B2B (Business to Business) Marketing is course 3 of 6 in the International Marketing & Cross Industry Growth Specialisation.

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries.