The objectives of the course are to provide an introduction to the basic theories and concepts in marketing, with an emphasis on businesses marketing to other businesses (B2B marketing); to develop an effective decision- making framework to address practical problems and issues in marketing; to illustrate the need to integrate marketing decision-making with the other functional areas within an organization; and to offer specific insights into selected marketing contexts; e.g., services, new/high technology, developing and managing relationships, and marketing in the global environment. Emphasis will be placed on e-business and how the Internet and the World Wide Web have greatly changed the role, efficiency and effectiveness of the marketing function, especially in the business-to-business marketplace.(Lead Instructor: David Blenkhorm, Western Ontario)
The objectives of the course are to provide an introduction to the basic theories and concepts in marketing, with an emphasis on businesses marketing to other businesses (B2B marketing); to develop an effective decision- making framework to address practical problems and issues in marketing; to illustrate the need to integrate marketing decision-making with the other functional areas within an organization; and to offer specific insights into selected marketing contexts; e.g., services, new/high technology, developing and managing relationships, and marketing in the global environment. Emphasis will be placed on e-business and how the Internet and the World Wide Web have greatly changed the role, efficiency and effectiveness of the marketing function, especially in the business-to-business marketplace.(Lead Instructor: David Blenkhorm, Western Ontario)
