BUKD-C574 Business Marketing Strategy and Management

• 12 weeks
• 3.00 credits
• Prerequisite(s): Core 2

The global business-to-business (B2B) market is massive – and chances are you are operating in it today. Your career success in leading a B2B company will depend greatly on your ability to manage sophisticated relationships, products, and services in serving customer organizations that often compete across a vast network of industries such as Technology (e.g., software as a service (SaaS), internet of things (IoT), search, AI, cloud computing, etc.), Healthcare (e.g., pharmaceuticals, medical devices, Insurance, etc.), Transportation (e.g., autonomous vehicles, sharing economy, etc.), and Industrial (manufacturing, 3D printing, infrastructure, etc.) markets. In this course you will learn how to craft comprehensive B2B marketing strategies that will help accelerate your career. We will discuss a wide range of practical frameworks related to value chain analysis, partnership management, organizational buyer behavior, segmentation and positioning, distribution channel design, product planning, value-based pricing, negotiation strategies, integrated marketing communication planning, and sales resource management. While often discussed in a for profit context, the frameworks you will learn are equally applicable to government organizations and “not-for-profit” institutions. This course makes extensive use of pre-recorded material that you will view in advance of class so we can focus class time on breaking down B2B “mini-cases” taken right from the current news.