Course Description:
Many marketing graduates begin their career as business-to-business specialists. In recent years, business-to-business (B2B) marketing, also known as industrial marketing, has emerged as a new marketing discipline. While many of the concepts are similar to those used in consumer (i.e., B2C) marketing, there are significant differences. This 2-credit, upper level course will explore the unique issues of marketing to industrial customers including private firms, not-for-profit entities, and government agencies. Topics include: the nature of industrial markets; buying behavior of industrial customers; legal, political and ethical issues of industrial marketing; essentials of marketing strategy in business markets; relationship management; frameworks for analyzing the appropriateness and effectiveness of the industrial marketing functions of firms with respect to their products and services, markets, and industries. The course may be recommended for students with concentrations in marketing, management, and business administration.
Prerequisites: A previous study in Principles of Marketing or Marketing Management is required.
Click Your Browser's Back Button to Return to Previous Screen
