Students examine how important the marketing of products and services to other businesses and organizations is to the economy, the unique nature of business customers' needs, and the different marketing strategies that can be employed to meet those needs. Topics include business markets and business marketing; character of business marketing; organizational buyer behavior; legal and regulatory environment; marketing strategy; market opportunities for current and potential customers via market research; segmentation, targeting and positioning in the business-to-business context; developing and managing product and service offerings; innovation and competitiveness; pricing; business development and planning; sales; branding; business marketing channels and partnerships; connecting through advertising, trade shows, and public relations; marketing via the Internet; and business ethics. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students will receive credit for only one of MKTG 4490, MKTG 4491, BBUS 4490 or BBUS 4491.
Students examine how important the marketing of products and services to other businesses and organizations is to the economy, the unique nature of business customers' needs, and the different marketing strategies that can be employed to meet those needs. Topics include business markets and business marketing; character of business marketing; organizational buyer behavior; legal and regulatory environment; marketing strategy; market opportunities for current and potential customers via market research; segmentation, targeting and positioning in the business-to-business context; developing and managing product and service offerings; innovation and competitiveness; pricing; business development and planning; sales; branding; business marketing channels and partnerships; connecting through advertising, trade shows, and public relations; marketing via the Internet; and business ethics. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students will receive credit for only one of MKTG 4490, MKTG 4491, BBUS 4490 or BBUS 4491.
