MBA Elective Curriculum Business Marketing and Sales

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 and sales management are often core parts 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. An important theme in both case discussions and field projects (see below) is linking strategy with sales in B2B markets.

Rather than our standard case exam, a key element of the course is a field project—either sourced by the student(s) or linked to projects sponsored by our alumni or members in our executive programs—and a paper analyzing the situation and articulating the recommendations and learnings. Students will be organized in teams for the projects.