Teaching Interest
Teaching Interest
MBA Elective Curriculum Business-to-Business Marketing
Description
Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition, personal selling (sales) is often a core part of go-to-market activities in B2B contexts. The course focuses on both the strategic and field implementation aspects of managing these issues in business markets.
A key element of the course is a graded team project—either a field project sourced by the student(s) or a library project—that makes use of the content learned in the course to analyze a business situation and provide recommendations.