The Business-to-Business (B2B) Marketing
Concentration
The
Business-to-Business Marketing concentration is designed for
marketing majors who wish a more in-depth review of the issues
facing businesses that market products and services to other
businesses and organizations. This concentration will focus on the
development of knowledge and problem-solving skills relating to
business segmentation and buying processes, product development,
and direct selling and sales management.
B2B Course Checksheet
|
Required
Courses
|
Electives
|
|
MKTG 384 Integrated
Marketing Communications
MKTG 385 Buyer Behavior
MKTG 430 Professional Selling
MKTG 450 Business Marketing
MKTG 480 Product Development & Management
MKTG 482 Database Marketing
MKTG 485 Marketing Management
|
Choose one
of the following marketing electives:
MKTG 405 Survey
Research
MKTG 460 Global Marketing
MKTG 470 Strategic Internet Marketing
MKTG 494
Marketing Internship
|
Career
paths for Business-to-Business Marketing
concentrators
Students
interested in sales and sales management may be responsible for
increasing sales and if successful will advance to assume
management responsibilities. Product development deals with
marketing related to a specific product. Activities may involve
planning and development, production and distribution, direct
marketing and other types of promotion. The Business Marketing
concentration is the ideal concentration for a job in sales,
customer service, account management, and product development, both
in direct marketing and industry-specific
sectors.
Students choosing this concentration will
be able to:
* Differentiate between business to business and
business to consumer marketing concepts, theories, and
processes
* Explain the nature of
business to business marketing, including buying processes, buying
behavior of channel members, segmentation schema, demand analysis,
and sales forecasting in business to business
contexts
* Differentiate between
the global and domestic perspectives of the business to business
marketplace
* Review the
interpersonal dynamics of business to business buying
behavior
* Explain the role of
strategic innovation and new product development and management in
business to business contexts
* Engage in new concept
generation and business potential analysis of the new
concepts
* Use appropriate
research process techniques to identify critical problem areas,
design data collection methods, collect and analyze data, and
synthesize conclusions relevant to solving business to business
problems
* Develop historical
market analyses of competing products in business to business
contexts
* Develop business to
business marketing strategies using market segmentation and
targeting, product positioning, and market
programming
* Identify business
partner channel management issues
* Discuss the role of
advertising, sales promotion, and professional selling in business
to business contexts
* Define the sales
process and list, describe, and demonstrate all major steps of
professional selling in the correct
sequence
