Most MBA graduates will join organizations that market their products and/or services to other businesses, institutions, or government agencies. Such marketing is referred to as business-to-business (B2B) marketing. In this class we will look at those management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, and/or institutional customers. Marketing of products and services will be covered, with an emphasis on the value concept and business processes. Students should learn critical analytical and problem-solving abilities with respect to business market management. Classes will be conducted in an interactive format with heavy reliance on student interaction, management case analysis, and group presentations with potential guest speakers.
Prerequisite or co-requisite: BMKT 2409 Marketing Management. This course and BMKT 2409 Marketing Management may be taken concurrently.