The course will introduce students to business-to-business (B2B) Marketing. The course aims primarily to develop the student's ability to plan marketing activity in the B2B markets and in B2B2C supply chains. The structure of the course is to build upon basic Marketing Principles and reveal the interfaces of B2B marketing with other inter-firm business functions, especially channels, consultative sales, MarCom, and purchasing. We will examine the points of departure with consumer markets and ...

Seminar Required