*Prerequisite: Core 2. Typically this course is offered Fall and Winter 

This course focuses on the unique techniques required to successfully market products and services to an organizational buyer rather than individual consumers or households. Organizational customers can include “for profit” businesses, governmental bodies and “not-for-profit” institutions. The major components of the course include: organizational buyer behavior, designing and managing profitable distribution channels, value pricing, negotiation strategies, integrated marketing communication tactics and sales resource management. Students will build business-to-business marketing expertise by discussing cases that provide insightful analyses and strategic solutions to complex problems.