BUKD-C574 Business Marketing Strategy and Management

• 12 weeks
• 3.00 credits
• Prerequisite(s): BUKD-M596

This course focuses on the unique techniques required to successfully marketproducts and services to an organizational buyer rather than individualconsumers or households.  Organizational customers can include “forprofit” businesses, governmental bodies and “not-for-profit”institutions.  The major components of the course include: organizationalbuyer behavior, designing and managing profitable distribution channels, valuepricing, negotiation strategies, integrated marketing communication tactics andsales resource management.  Students will build business-to-business marketingexpertise by discussing cases that provide insightful analyses and strategicsolutions to complex problems.