Business-to-Business Marketing Strategy

Catalog description

This course is designed to provide students with a framework for value creation and delivery in business-to-business (B2B) markets. The course introduces basic concepts and theories of B2B marketing, includes application to various strategic B2B marketing decisions, and offers an overarching framework for B2B marketing strategy formation. The applied nature of the course is reflected in the focus on tools and frameworks, the use of case studies, cameos by B2B industry leaders, and assignments encouraging students to creatively approach and solve B2B marketing problems and make decisions that foster organic growth.