B2B marketing examines the important topic of how businesses market goods and services to other businesses, governments and not-for-profit organizations. The course examines the challenges of B2B organizational buying behaviour, customer and supplier relationships, sales, channel intermediaries, and communications. The course emphasizes the conceptual, strategic and tactical aspects of business marketing.
Prerequisites: 1) For students in an Honours program, 72 credits including AP/ADMS 2200 3.00, or 2) other students, a grade of C+ or better in AP/ADMS 2200 3.00.
Course credit exclusions: None.
PRIOR TO FALL 2009: Prerequisites: 1) For students in an Honours program, 72 credits, including AK/ADMS 2200 3.00, or 2) other students, a grade of C+ or better in AK/ADMS 2200 3.00. Course credit exclusion: AK/ADMS 4245 3.00.