MBA Elective Curriculum Business-to-Business Marketing

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.