MKT 3280 - Business-to-Business Buyer Behavior (3)

When Offered: Fall; Spring
A study of the distinguishing features of the business marketing environment including the major types of customers, the nature of the procurement function, and forces that drive buying decisions in organizations. Other topics include customer relationship management strategies for business markets, E-commerce strategies for business markets, supply chain management and global business marketing strategies. In addition, techniques for assessing business market opportunities, market segmentation, demand analysis and sales forecasting will be reviewed. Also included will be the planning, implementation and control of the business marketing function.
Prerequisites: 54 earned hours and MKT 3050 with a minimum grade of “C” (2.0).