MKTG347

Provides foundational-level knowledge of business-to-business (B2B) marketing, both as a standalone practice and relative to consumer marketing. Students will have the opportunity to build their B2B marketing skills and judgment by exploring insights from academics, thought leadership organizations, global consultancies, industry think tanks, and practitioners. Classes are a mix of discussions and case studies illustrating how and why B2B marketers use strategies from mass advertising to social media to grow their businesses. Develops students’ understanding of the frameworks, tools and levers used by B2B marketers that they can apply to be a better marketer and business executive.

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