Contemporary topics and issues in marketing: marketing in nonprofit organizations, marketing of services, marketing in the public sector, and marketing in an economy of scarcity. Ordinarily only one topic area is addressed in any one quarter. Course content reflects contemporary developments and the current interests of instructors and students. Prerequisite: MKTG 301.
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.
The course 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
Understand business markets and how they differ from consumer markets.
Learn how to 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.
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 and discussions, simulations, and one (possibly two) field trips to large Seattle companies, such as Boeing and Microsoft. The objective is to bring the fundamental concepts to life with plentiful practical examples.
Class assignments and grading
Class participation, homeworks (one group and one individual), and a group project.