MK 4510 - Business-to-Business Marketing

3 Credit Hours

Prerequisites: MK 3010 and BCOM 3950.
Corequisites: None.
Pre/Corequisites: None.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
This course focuses on strategy development for marketers whose customers include other businesses, the government, and institutions. It explores the buying behavior of organizations as customers and ways to segment the organizational market. In addition, the course highlights how the product development process for such customers differs from the processes used for consumer products and services. Other topics include channels of distribution strategy including electronic issues, supply chain management, price bidding, and new trends in personal selling and sales management.