15.833  Business to Business Marketing (H2)

 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. The course applies classical and contemporary concepts to the B2B marketplace. We develop 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. Brand building, web and technology facilitation of the supply chain, and customer relationship management are integral to the above discussion. The course underscores sales force management within the context of go-to-market strategy. Ethical issues are discussed as they arise. Through case studies, applied exercises, and readings the course addresses various B2B contexts such as products and services, for-profits and non-profits, domestic and global markets. Applications in technology and healthcare domains are emphasized.