Business to Business Marketing. 3 credits

Catalog description

The objective of this course is to understand Business-to-Business marketing theory and to develop decision making skills needed to build and manage business marketing strategy. Topics to be studied include relationship strategies in business markets, e-commerce strategies for business markets, business market buyer behavior and segmentation, managing product, pricing, communications, and channel strategy for business markets, the role of selling and sales management in these markets, and managing sustainability in B2B markets. It will teach how to develop a B2B marketing strategy for both national and global markets, gain an understanding for developing a B2B marketing plan, and controlling and measuring a B2B strategy. Extensive use of B2B case studies to develop decision-making skills will form part of this course.Offered by Marketing. May not be repeated for credit.