MARK2268 - Business to Business Marketing
This course introduces students to business to business marketing. Students will analyze the role that businesses take to create a value proposition with the goal of achieving long-term sustainable relationships with customers. Students will be exposed to the B2B application of the marketing mix, creating customer value, and measuring customer satisfaction. Trade show analysis forms a part of the course to ensure students apply an important aspect of B2B marketing in a real world setting. Students will also use value chain analysis to understand B2B interactions. Through the use of lectures, videos, virtual trade show tours and case analysis, students will engage in these activities to support the learning objectives.
Prerequisites: COMM1101, MARK1130. This course is available to Open Studies students.
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