MBA 5871: Business to Business Marketing

Description

Provides a presentation of strategic marketing and business policies with an application of the business-to-business platform. Focus is placed on the organizational buyer and the need for a relationship based buying structure. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.

Outcomes

  1. Differentiate between business-to-business (B2B) and business-to-consumer (B2C) marketing.
  2. Anayze several strategic marketing business-to-business (B2B) models.
  3. Assess the importance of developing relationships with all stakeholders within the business-to-business (B2B) model.
  4. Discuss the complexity of the organizational buying process and the high volume of sales.
  5. Desribe the guidelines for effective marketing within the business-to-business (B2B) sector, utilizing the marketing mix.
  6. Summarize the importance of e-commerce in the buinsess-to-business (B2B) world.
  7. Propose how global competition will impact business-to-business (B2B) marketing.
  8. Explain business-to-business (B2B) marketing ethics.

Prerequisites

None

Textbook(s)

Business marketing management: B2B (Rev: 12th ed.)

Publisher: Cengage Learning (2017)
Author: Hutt, M. D., & Speh, T. W.
ISBN: 9781337296540
Price: $117.00

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu