Business Markets & Sales

(3 Credit Hours) · Undergraduate

Business to business (B2B) markets are large, playing a pivotal role in generating well over half of total global economic activity. B2B markets are wide-ranging, including business, institutional, and government customers. While traditional Marketing texts concentrate on consumer markets, most marketers actually work for companies selling primarily into B2B markets. B2B marketers also face unique challenges because of the differences in customers' buying criteria, purchasing processes, and the impact of B2B marketing choices on business strategy. This course focuses on theoretical frameworks, tools and techniques, as well as strategic and tactical options for successfully marketing products and services to organizational buyers rather than individual consumers or households. The topics discussed in this course include organizational buyer behavior, managing distribution channels, negotiations, salesforce management, and integrated marketing communications for B2B audiences. The course format includes lectures, case analyses, simulations, and classroom discussions.