MKTG 6500 - Business to Business (B2B) Marketing

3 Credit(s) | $67.50 Fee

This course provides a managerial introduction to the strategic and tactical aspects of business marketing decisions and marketing channel strategy. Students examine the strategic concepts and tools that guide market selection, successful differentiation in business markets, and supply chain management. A mixture of lectures, projects, cases, videos, and readings are used to examine how product and service decisions are designed to deliver the B2B value proposition, how pricing captures customer value, how value is communicated to and among customers, and how marketing channels are used to make this value accessible to target customers. Students will compare and contrast how the strategic and tactical processes of developing and managing value-generating relationships differ between B2B and B2C markets. Students will also gain understanding of how to manage channel power, conflict, and relationships. (Spring - 1st Session, Summer - 2nd Session) [Graded Letter]

Prerequisite(s): MKTG 6200 - Prerequisite Min. Grade: C
Registration Restriction(s): MBA or MSBA majors only