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. The teaching methods for M530 involve business case analyses, class room discussions and guest presentations. Good case work is the major expectation of students. A cross section of industries (i.e., high tech, health care, industrial, etc) will be included in case topics. Students will build business-to-business marketing expertise by discussing cases and writing memos that provide insightful analyses and strategic solutions to complex problems.

Although this course focuses on non-consumer products and services, M530 can be of real value to students interested in consumer brand management. A critical component of B2B marketing management involves designing and managing powerful channel partners. In many cases, a substantial portion of a consumer goods marketing budget will be spent on appointing appropriate distribution partners and implementing promotional programs through these channels. Consumer brand management issues involving channel development are explicitly addressed in this course.

Course topics include:

• An overview of B2B markets and organizational buying behavior.
• Crafting complex and profitable distribution systems, including e-channels.
• Value pricing and bid strategies.
• High stakes negotiation strategies for long term supply contracts.
• Designing and managing high performance sales organizations.
• Integrated marketing communication strategies.
• Using technology in product and supply chain management.
• Developing successful business marketing plans.
• Brand manager’s perspective in designing powerful channel partners.

Grades will be based on class discussion/participation, written case analyses and case-based exams.