Course Catalog and Schedule
Business Marketing (MKTG-453-0)
Business-to-Business (B2B) marketing is undergoing a revolution. The complex, high-price/high-risk, multi-stakeholder negotiated purchase decisions present business markets with unique challenges. Rapid technology advances are transforming customer value requirements and the business models needed to deliver them. This course provides a practical understanding of four primary B2B market processes: choosing, creating, communicating and converting customer value into profit. Within these processes, we will explore and practice using frameworks and tools to identify new sources of customer value, quantify the value, craft winning value propositions, segment and target the most attractive customers, create new business models, manage value delivery networks, and integrate marketing communication across channels.
(MKTG-430-0 OR MKTG-440-0 OR MKTGM-430-0)
(MKTG-430-0 OR MKTG-440-0)
Download Schedule Information
Term Sort Order
Tue 09/19/2016-12/03/2016 6:00 PM - 9:00 PM
Fri 11/11/2016 6:00 PM - 9:00 PM
Kellogg School of Management
All Rights Reserved.