Mar 29, 2024  
Graduate Record 2008-2009 
    
Graduate Record 2008-2009 [ARCHIVED RECORD]

GBUS 861 - Business to Business Marketing


This course is designed primarily for students seeking a marketing career in organizations that market products and services to other organizations. While the course is aimed at those interested in business-to-business marketing, it is also appropriate for those seeking careers in consulting, manufacturing, and nonmarketing functional areas of business-to-business firms. The course emphasizes the tactical aspects of business marketing as well as conceptual and strategic elements of the marketing-planning process. The course begins by examining how to organize the marketing function and then moves to the topics of buyer-seller relationships, sales force management, complexities and problems inherent in forging longer term partnerships, and developing and managing complex distribution systems along with some exposure to product development and launch. Cases have been chosen from a variety of settings, ranging from high tech to “metal bending” and from the emerging to the more mature businesses. As opportunities arise, the course will incorporate a “live” case. Working with a company to address critical marketing problems, student teams will be assigned to work on these problems. These projects comprise the final project for the course and take the class work from the written-case analysis to the real-time case analysis. Topics for study are chosen based on the importance to the firm and on the relevance of the topic to the content of the course. (Y)

Credits: 1.5