Covers the integrated marketing approach that enables a supplier firm to understand, create, and deliver value to other businesses, governments, and institutional customers. Case-based and project-oriented approach to studying marketing management in the business-to-business market that brings the fundamental concepts to life with practical example. Prerequisite: MKTG 301. Offered: A.
Business to Business marketing (marketing to commercial businesses, governments and institutions) have become an increasingly important part of the U.S. and the world economy. Now, more products and services are being created for and delivered to business markets than to consumer markets.
Examples of companies operating in business markets include: BCG, Bayer, Boeing, Cray, Cisco Systems, Deloitte, G.E., Goldman Sacks, Google, IBM, Intel, J.P. Morgan, McKinsey, Microsoft, Oracle, and Rolls-Royce, just to name a few.
This course is a new course being introduced to the undergraduate program at Foster Business School. It gives students a solid understanding of business-to-business marketing and a set of practical tools, so that students can acquire the capabilities required for success in the role of a business marketing manager.
Student learning goals
Assess opportunities in business markets.
Make marketing decisions that lead a company to generate and deliver value to customers.
Design a customer-centric marketing approach that focuses on relationships as opposed to transactions.
Construct market channel arrangements that combine elements of all channel partners to forge value-adding products and services.
Learn how to build customer portfolios.
General method of instruction
The class methodology comprises multiple activities. We will have a few lectures (by the instructor and guest speakers), but also class exercises, case analysis, discussions, and simulations. The objective is to bring the fundamental concepts to life with plentiful practical examples.
Class assignments and grading
Class participation, Individual assignments, Casa analyses, B2B Marketing project.