Sep 07, 2024  
2014-2015 Undergraduate Academic Catalog 
    
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2014-2015 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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MS 365 - Business-to-Business Marketing

3 lecture hours 0 lab hours 3 credits
Course Description
This course covers the strategies and activities involved in the marketing of products and services to business buyers, government and various marketing intermediaries. It involves investigating decision-making at all levels of B2B marketing. It will cover developing marketing programs and plans to build customer relationships with an emphasis on segmentation, personal selling and customer retention. A customer-focused approach will be used in analyzing marketing fundamentals. (prereq: MS 361 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
• Understand the dynamic nature of the business-to-business environment as well as the similarities and differences between consumer and business marketing
• Identify the industrial, marketing, and business terms and concepts that are significant within the field of business-to-business marketing
• Comprehend the decision process that organizational buyers apply and the resulting strategy implications for marketers
• Apply key B2B marketing techniques, such as relationship marketing and supply-chain management
• Segment organizational markets, identify attractive target markets, and focus the marketing mix towards those target segments when developing strategic marketing plans
• Understand the strategic marketing issues that result through international market expansion
• Demonstrate the application and use of B2B marketing concepts through case studies and a comprehensive marketing plan
Prerequisites by Topic
• None
Course Topics
• Business Marketing Perspective
• Perspectives on the Organizational Buyer
• Organizational Buyer Behavior
• Relationship Strategies for Business Markets
• E-Commerce Strategies for Business Markets
• Supply Chain Management
• Segmenting the Business Market
• Demand Analysis and Forecasting
• Business Marketing Strategies
• Global Strategies
• Managing Products for Business Markets
• Managing Innovation and New Product Development
• Managing Servicesfor Business Markets
• Managing Business Marketing Channels
• Pricing Strategy for Business Markets
• Business Marketing Communications
• Selling and Sales Management
Coordinator
Michael Payne


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