DM 665 / Business-to-Business (B2B) Marketing

6 unit(s)

The objectives of the course are to provide an introduction to the basic theories and concepts in marketing, with an emphasis on businesses marketing to other businesses (B2B marketing); to develop an effective decision-making framework to address practical problems and issues in marketing; to illustrate the need to integrate marketing decision-making with the other functional areas within an organization; and to offer specific insights into selected marketing contexts, e.g. services, new/high technology, developing and managing relationships, and marketing in the global environment. Emphasis will be placed on e-business and how the Internet and the World Wide Web have greatly changed the role, efficiency and effectiveness of the marketing function, especially in the business-to-business marketplace.