Course Catalog and Schedule

Business-to-Business (B2B) Marketing (MKTG-453-0)
1.00 Credit
TCE BidStats

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.

Full-Time: (MKTG-430-0 OR MKTG-440-0 OR MKTGM-430-0)
E&W: (MKTG-430-0 OR MKTG-440-0)

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Academic Year Term   Session Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2017-2018 Fall 2017 10 Weeks MKTG-453-0 Business-to-Business (B2B) Marketing 70 1 Berggren, Eric Sat 9:00 AM - 12:00 PM Chicago Wieboldt (207) N
2017-2018 Spring 2018 10 Weeks MKTG-453-0 Business-to-Business (B2B) Marketing 80 1 Berggren, Eric Wed 6:30 PM - 9:30 PM Evanston Global Hub (1110) N Confirm final deliverables with professor and syllabus.