MKT303 Business-to-Business (B2B) Marketing

[3–0, 3 cr.]

This course focuses on the strategic management of commercial relationships and value-creation processes in industrial, institutional, and government markets. Designed for upper-level undergraduate students, it examines how B2B transactions differ fundamentally from consumer marketing.

Topical coverage: organizational buying behavior, business buyer decision processes, key account management, value-based pricing strategies, supply chain integration, and channel member management.