Business-to-Business Marketing

Catalog description

Marketing of products and services to other businesses and organizations including strategy, planning, research, communications, pricing, distribution, and global issues. MRKT 585 Business-to-Business Marketing (3) This course builds upon marketing management concepts and focuses on the special elements and requirements of business-to-business marketing. Emphasis is given to managerial decision-making in the areas of business marketing environment, business buying functions, business marketing strategy, business marketing systems, business marketing planning, business marketing research, business marketing segmentation and demand analysis, product strategy in business marketing, business marketing communications, promotion, pricing, and distribution and globalization strategy in business marketing. The course employs real marketing situations treated analytically and emphasizing business marketing situations. In order to present the materials in a real life environment, case problems from business-to-business marketing will be used. Heavy student preparations and participation are expected. The course will also cover business marketing strategies on the Internet.