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Many marketing graduates begin their career as business-to-business specialists. In recent years, business-to-business (B2B) marketing, also known as industrial marketing, has emerged as a new marketing discipline. While many of the concepts are similar to those used in consumer (i.e., B2C) marketing, there are significant differences. This 2-credit, upper level course will explore the unique issues of marketing to industrial customers including private firms, not-for-profit entities, and government agencies. Topics include: the nature of industrial markets; buying behavior of industrial customers; legal, political and ethical issues of industrial marketing; essentials of marketing strategy in business markets; relationship management; frameworks for analyzing the appropriateness and effectiveness of the industrial marketing functions of firms with respect to their products and services, markets, and industries. The course may be recommended for students with concentrations in marketing, management, and business administration.
Prerequisites: A previous study in Principles of Marketing or Marketing Management is required.
This online course is offered through the Center for Distance Learning. You can take this as an individual course or as part of an online degree program, with term starts in March, May, September, November and January. View current term offerings and all online courses. Click here to register for online courses.
Other Areas: The Arts | Business, Management & Economics | Community & Human Services | Communications, Humanities & Cultural Studies | Educational Studies | Historical Studies | Human Development | Labor Studies | Nursing | Science, Math & Technology | Social Science
Term(s) Offered (Subject to Change) : Spring 2. Fall 2.
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