15 833 - Business-to-Business Marketing

Institution:

Massachusetts Institute of Technology

Subject:

Description:

Applies marketing concepts, analyses and tools used in business-to-business (B2B) marketing which accounts for more than half of the economic activity in the US. Develops an understanding of customer value management as a strategy for delivering superior value to targeted business segments while maintaining equitable returns. Using an analytical framework, students assess components of customer value and translate them into actionable marketing strategies and programs. Focuses on brand building, web and technology facilitation of the supply chain, and customer relationship management. Underscores sales force management within the context of go-to-market strategy. Discusses ethical issues and various B2B contexts such as products and services, for-profits and non-profits, domestic and global markets. Emphasis on applications in technology and healthcare domains. Includes case studies, applied exercises, and readings.

Credits:

3.00

Credit Hours:

Prerequisites:

Prereq: None

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

web.mit.edu/student/

Phone Number:

(617) 253-1000

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Four-one-four plan

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