1. To familiarize students with the business market and its specific characteristics.,
2. To familiarize students with the characteristics of business buyers and the influences on their behavior,
3. To train students to manage marketing activities in the B2B market,
4. Prepare students for models of collaboration suitable for today's competitive business markets.
1. Characteristics of the business market
1.1. Conceptual definition of business markets
1.2. Structure of business markets
2. Business Market Research and Sales Forecasting
2.1. Specifics of Business Market Research
2.2. Areas of Business Market Research
2.3. Types and most common methods of business market research
2.4. Sales Forecasting
3. Analysis of business customers' behavior
3.1. Types of Purchase
3.2. Business Customer Buying Process
3.3. Influences on purchasing decisions
4. Business Market Segmentation
5. Managing marketing activities in the business market
5.1. Product Management in the Business Market
5.2. Price Management in the Business Market
5.3. Managing Distribution in the Business Market
5.4. Managing Promotion in the Business Market
6. Marketing concepts suitable for creating and maintaining competitive advantages in business markets
1. Compare the characteristics of the business market with the characteristics of the consumer market,
2. Recommend a market research plan for a company operating in the business-to-business market,
3. Establish criteria and methods for segmentation in the business market.,
4. Recommend a marketing strategy for a company operating in the business-to-business market,
5. Evaluate the effectiveness of individual B2B strategies.
