Course details
Strategic Business-to-Business Marketing
MARK 60109A
This course exposes students to the unique characteristics, challenges and solutions associated with business-to-business (B2B) marketing strategies. This includes analysis of emerging market trends and relationships between organizations, as well as the strategies, tools and tactics used to serve commercial markets in innovative ways.
This course on business marketing focused on B2B marketing strategies highlights the features and characteristics of marketing management to serve commercial markets in innovative ways. It examines this in relation to relationships between organizations and aims to promote studies and research in this field. More specifically, this course aims to enable students to: 1. Discuss the characteristics and trends of business-to-business marketing. 2. Apply business-to-business marketing theory to solve practical problems and promote business growth and competitiveness. 3. Be able to read academic research, evaluate its quality, and bridge the gap between theory and practice by creating business-to-business marketing strategies or developing research questions.
Themes covered
Creating value in B2B markets
Relevant marketing skills for B2B companies
Buyer-supplier relationships in B2B markets
Organizational purchasing centers
Bridging work in B2B relationships
B2B sales force management
B2B e-commerce
The role of governance in B2B
Innovation in the B2B context
Important notes
Course in French : MARK 60109
Course code
MARK 60109A
Subject
Marketing
Program
Master of Science (MSc)
Instruction mode
On-site learning
Credits
3