Learn more about the academic programs we are delivering in Summer 2025. If you have any questions about part-time studies, please contact us.
An increasing number of sales and marketing professionals work in business-to-business (B2B) transactions. B2B marketing differs from consumer marketing in that it is driven by buyer-seller relationships and involves complex decision-making and multiple decision makers. Students will learn the special aspects of B2B marketing approaches and decision-making while understanding how to apply the marketing principles that enable effective and efficient product and services marketing to other companies, government bodies and institutions. B2B marketing is the most important part of a business and the driving force of any economy; it has and will continue to gain importance in the future.
Major topics to be covered include: business environment and market needs analysis; organizational buying behavior; business development planning and value creation; market segmentation; marketing strategies for industrial and institutional customers; channel relationships; and promotional and sales strategies. Case studies will be utilized to expose students to a wide range of topics allowing a practical illustration and application of the principles taught.