2.0

credits

Average Course Rating

Most marketing principles are focused on marketing to the end consumer. This course examines the strategies employed in marketing products and services to businesses. The primary learning outcome is for executives to understand the similarities and differences between marketing to consumers and marketing to businesses. This course begins by discussing the main marketing concepts that are common to both domains. The emphasis is largely on areas related to strategy and the types of analyses needed to make informed decisions. Executives learn through the use of readings, case studies, and rigorous analysis.