MKTG 491B or 591B- Business to Business Marketing
Issues in Business-to-Business Marketing
The objective of this course is to introduce the student to marketing management in the business-to-business (B2B) context and compare and contrast it with consumer marketing. B2B marketing is significantly different from the marketing of products and services to end consumers, not only in degree, but in context. Organizational buyers tend to make purchase decisions dramatically different from their consumer counterparts.
B2B marketing is an exceptionally important area of marketing because the dollar volume of transactions in business markets far exceeds that of consumer markets; about two thirds of all dollar transactions take place in the B2B arena. From a practical standpoint, more than half of all employment is with B2B firms.
This course focuses on strategy development for marketers whose customers include institutions such as other businesses, government, and non-profits. In it we will explore the buying behaviors of these organizations as customers and ways to segment the organizational market. Emphasis will be placed on direct marketing and selling, and understanding the buying processes adopted by B2B institutions.
This course highlights how the product development and management processes for B2B customers compare with those used by consumer products and service customers. It will be a fine complement to the course on consumer marketing and will help you expand your knowledge to broader horizons. Additionally, it emphasizes the environment of business and industrial marketing, the assessment of marketing opportunities, and the formulation of product, pricing, distribution, and promotions strategy, including personal selling and sales management approaches. We will pay significant attention to relationship marketing strategies and customer relationship management.
Competivite Application for SOM 591B
Undergrads Only
This form must be submitted to the Department Office (359 Isenberg School of Management) BEFORE the end of the add/drop period. This form must be filled out completely by the student.
Registration for this course is done off-line. The department will register you after your application has been processed and you have been accepted.
What are the eligibility requirements?
1. You must be a declared Marketing Major and have successfully completed MKTG 301
2. Or, you must be an M.B.A. student currently enrolled in the M.B.A. program
This course has a maximum enrollment of 30 students.
SOM Undergrads, Prerequisite: MKTG 301
M.B.A. Students, Please Stop by SOM 359 to Enroll
Spring, 2008