Business to Business Market Procurement Behaviours


Business to business markets present specific features that substantially distinguish them from business to consumer ones. Marketing managers must be aware of this specificity in order to be able to operate effectively in business markets and contribute to the success of their organisations. The Business Market Procurement Behaviours course, by putting together a rigorous conceptual analysis and an operational examination of the best managerial practices, offers a unique and valuable training asset to successfully face business to business marketing challenges.  


The Rome Business School’s Business to Business Market Procurement Behaviours course is designed to provide a clear and comprehensive outline of the main features and peculiarities of the business to business markets. It is therefore aimed at providing to those who operate or intend to operate in this sector with the most modern conceptual and operational tools, with a specific emphasis on managerial practices. A comparative approach with the consumer markets will enable to clearly understand the business to business market’s distinctive traits and to be prepared to seize its opportunities.  


The course is aimed at those who already operate in a marketing environment, at both the junior or senior level, and wish to acquire a specific training in business to business markets.  


[su_spoiler title="Business to business markets" open="yes" style="fancy"]
  • Market demand and structure
  • The nature of the procurement unit
  • The decision types and the procurement process
[/su_spoiler] [su_spoiler title="Company procurement behaviour" open="yes" style="fancy"]
  • The most common procurement situations
  • The players in the procurement process
  • The main factors that influence the procurement process
  • The company procurement process
  • E-Procurement: procuring via the Internet
[/su_spoiler] [su_spoiler title="Marketing strategy for the business to business markets" open="yes" style="fancy"]
  • Business to business markets portfolio analysis
  • Segmentation, targeting, differentiation and positioning techniques
[/su_spoiler] [su_spoiler title="Institutional and public administration markets" open="yes" style="fancy"]
  • Institutional markets
  • Public administration markets

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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