The aim of the course is to introduce selected topics on B2B marketing, business relationships and networks, customer value, the role of services in the B2B market, sales principles and project collaboration.

PREREQUISITES

Basic knowledge of marketing is needed to take the course. 

COURSE OBJECTIVES

• you will gain knowledge in the area of B2B market operations,
• you will understand the complexities of strategic decisions in the B2B market,
• you will learn the role of B2B market strategy for the successful operation of the company,
• you will learn the diverse forms of strategy in the B2B market,
• you will learn the principles of making effective decisions in the area of B2B market strategy

Subjects

MODULE 1

B2B marketing

MODULE 2

Focus on business relationships

MODULE 3

Focusing on business networks

MODULE 4

Focusing on value

MODULE 5

Focus on service and customer care

MODULE 6

Focus on sales and selling

MODULE 7

Focus on projects

MODULE 8

Focus on digital technologies

CONDITIONS FOR PASSING

The prerequisite for completing the course is passing the end-of-module tests. In each of them there will be 6 closed-ended single-choice questions, corresponding to the 8 topics discussed during the course. The course will be considered, passed, if the participant obtains 70% of all points. There are 48 points to be earned in the entire course (8 tests of 6 points each), the passing threshold is set at 70%. 70% of 48 points means a threshold of 33.6 points to pass. Each test can be passed one time.

CONDITIONS FOR OBTAINING A CERTIFICATE

Each participant who has passed the course will receive a free electronic certificate signed by the course authors (Dr. Grzegorz Leszczynski and Dr. Marek Zielinski). The certificate will be in printable pdf format.

Teachers

Grzegorz Leszczyński, Ph.D.

Professor at Poznań University of Economics and Business, Poznań, Poland

Specializes in business-to-business marketing and marketing strategies. Founder of CentrumB2B, member of Industrial Marketing and Pruchasing Group. Author of more than 100 publications on marketing and business-to-business sales. Advisor to companies on marketing strategies and market research. Senior Research Fellow at Corvinus Institute for Advanced Studies at University University of Budapest (Hungary), Visting Professor at ESCAP Berlin (Germany) and Alba Iulia University (Romania)

Marek Zieliński, Ph.D

Professor at Collegium Da Vinci, Poznań, Poland

Specializes in B2B market communication, negotiation and personal selling, interpersonal communication techniques. Author of the books "Communication in business-to-business relations" and "Trust in business-to-business relations. A dynamic perspective". He conducts training, consulting and advisory activities. Partner of CentrumB2B, member of Industrial Marketing and Purchasing Group.

Project „E-learning as a chance to acquire competences” POWR.03.01.00-00-W069/18 co-financed by the European Union from the European Social Fund under the Operational Programme Knowlege, Education, Development 2014-2020