This course seems to take a different approach from the conventional ones. It explains why strategies fail and why execution goes wrong by focusing on the decision-making structure and purchasing logic within client companies, so I think it's a course that gives anyone with experience that "Ah, so that's why it didn't work" realization they've felt at least once. I recommend it to junior professionals who want to learn B2B strategy and senior professionals who want to review and reorganize their knowledge.

This is a course that helps you understand B2B business from the perspective of client companies' management strategy, not just sales. I was able to immediately apply it to the group-wide common services and B2B planning/proposal work at Shinhan, and it helped me systematically view customer value and decision-making structures. I recommend it to practitioners in finance, IT, and planning roles.

It provides not only the theoretical definition of business strategy but also introduces various corporate cases, allowing you to intuitively understand how it is applied in actual business settings. The explanations are very clear, and the guidance on foundational materials is of great help to learners.