MKT 332 - B2B Marketing, 3 credit hours

Prerequisite(s): MKT 230
This course provides an introduction to business to business (B2B) marketing, as well as an understanding of the marketing issues businesses face when their customers are other businesses – as distinguished from business to consumer (B2C) marketing for personal consumption. The emphasis will be on marketing management and decision making as it relates specifically to B2B marketing – including (but are not limited to) types of organizations as industrial customers, buying centers, segmentation, industrial selling, high technology developments, and ethics.