Business Marketing

Catalog description

MKTG 833 focuses on transactions between organizations, i.e., "Business-to-Business" (B2B) markets, which are critical to the growth and health of the economy, and an essential part of economic life. In most years, the $ volume of transactions between businesses exceeds transactions that are Business-to-Consumer (B2C). The bulk of online business is B2B. Yet, B2B markets differ fundamentally from B2C markets. In this class, students learn the language, concepts, theories, principles, and best practices of modern B2B marketing. The course follows a proven template for developing B2B marketing strategy to drive business results. This framework is called the Value Delivery Framework, and covers building a value understanding, strategy formulation, the design of customer value, the communication and delivery of customer value, and life-cycle management.