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B2B Marketing


Who Should Attend:

  • Marketing Managers, Market Research Managers & Sales Managers
  • Recommended for all employees in the marketing department.

Course Objectives

  • Describe the nature of business markets and the related concepts and theories involved in business activities among business organizations
  • Recognize the similarities and differences between consumer markets and business markets
  • Familiarize the business organization buying behavior with particular emphasis on the globalization of modern business and related ethical issues and consideration of corporate social responsibility
  • Analyze business situations in the context of buyer-seller relationships, consumer relationship management and supply chain management
  • Apply concepts and theories to business marketing situations and take appropriate decisions using a strategic marketing perspective
  • Learn about the role of regulatory agencies and administrative law as it affects the provision of products to the marketplace.

What will you gain?

By the end of this course you will be able to:
  • Understand the various marketing concepts involved in organizational buying
  • Comprehend the buying process of business markets; concepts including strategic alliance, networking, supply chain management, outsourcing, and issues and impacts of globalization, will be introduced
  • With value created and delivered in the marketplace as its cornerstone, this workshop E
  • Equip yourself with the necessary marketing tools to deal with issues related to business markets
  • Learn about business ethics in Marketing.

Course Content

  • Learning Unit 1
    • Introduction
    • Business Markets
    • Market Structure and Demand
  • Learning Unit 2
    • Nature of the Buying Unit
    • Characteristics of Business Markets
    • A Model of Business Buyer Behaviour
  • Learning Unit 3
    • Business Buyer Behaviour
    • What Buying Decisions Do Business Buyers Make?
    • Who Participates in the Business Buying Process?
    • What arc the Main Influences on Business Buyers?
  • Learning Unit 4
    • Major Type of Buying Situations
    •  Participants in the Business Buying Process
    •  Major Influences on Business Buyers
  • Learning Unit 5
    • How Do Business Buyers Make their Buying Decisions?
    • Institutional and Government Markets
    • The Business Buying Process
    • E-Procurement: Buying on the Internet.

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