Consumer Behavior and B2B Marketing

Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Learn how to design more effective marketing strategies by understanding the fundamental differences between how individuals and corporations make purchasing decisions. This course contrasts the personal decision-making of consumers with the complex, group-based buying processes common in business environments, revealing the distinct behaviors and functions of each. By the end of this course, you will be able to tailor your marketing approach to successfully account for the unique motivations of both consumer and business buyers.

Syllabus

Consumer Behavior and B2B Marketing

In this course, we'll learn about buyer behavior - both from an individual and corporate perspective. Once you've identified whether you are marketing to consumers directly or to other businesses, it's important to understand how the buying process works. Whereas consumers often make decisions individually or in small groups, that is often not the case for a business. We'll learn about the behaviors and functions that make up these differences and how to account for those when designing your marketing strategy.