MKT 321 - Business-to-Business Marketing

Institution:

Lehigh University

Subject:

Description:

This course introduces students to the elements necessary to market a product, service, idea, event, organization, place, information, property, experience, or personality to another business. Students develop the knowledge and thinking skills needed to create, develop, and present a complete, integrated Business-To-Business (B2B) marketing plan. Lecture and assignments focus on B2B marketing, a process that begins with researching the relevant marketplace to understand its dynamics. Students learn how to identify opportunities to meet existing needs, segment the market, and select those segments that a company can satisfy in a superior way. In addition, students learn how to formulate a broad strategy, refine it into a detailed marketing mix and action plan, carry out the plan, evaluate the results, and make further improvements. Prerequisite: MKT 211 or MKT 111.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.lehigh.edu

Phone Number:

(610) 758-3000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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