Business-to-Business Sales and Marketing

[0.50] credits · Undergraduate

This capstone course develops advanced competencies in business-to-business (B2B) selling, strategic account management, and sales leadership. Emphasizing relationship-based and consultative sales models, the course equips students with tools to manage complex buying processes, navigate organizational hierarchies, and co-create value with clients. Students apply data-driven techniques, behavioural insights, and negotiation frameworks to real-world B2B scenarios, culminating in a final sales strategy project. Ethical considerations, buyer psychology, and the role of trust in high-stakes, long-cycle sales environments are critically examined to prepare students for professional roles in enterprise-level sales and marketing.