MRK525 - Business-to-business Marketing
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|Last revision date||Mar 30, 2014 10:05:35 AM|
|Last review date||Apr 7, 2014 4:34:16 AM|
This subject introduces the student to the complexities of marketing to corporations, governments, and institutions as opposed to marketing to the end consumer. Since many students will find first jobs in the business-to-business marketplace, this subject provides a key counterpoint to earlier courses that have largely dealt with consumer marketing.This subject is an optional professional subject offered to third year students in the Business Administration program. Eight case studies and a major project will be used to help the students identify key issues and select the best strategy from competing alternatives.
Upon successful completion of this subject the student will be able to:
- Identify the characteristics of Business to Business (B2B) markets to show their understanding of how the market is different than Business to Consumer (B2C).
- Write a business case in order to analyze a business problem and make supported conclusions and recommendations.
- Design a B2B Marketing plan in order to identify market opportunities and provide a supported solution.
- Apply business presentation skills to show an understanding of B2B Marketing Plans and processes.
- Determine how technology has affected the channels of distribution in B2B markets and what organizations are doing to react to these changes.
- Examine how organizations buy and how marketers must adapt their strategies to address different buying situations.
- Explain the processes used by marketers to manage existing products and develop new products.
- Outline the role of personal selling in B2B markets and why it is so important to the marketing function in B2B.
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