5 credits
Business-to-business (B2B) marketing has emerged as its own discipline to meet the needs of other businesses. The challenge is to find new methods of enhancing marketability and value while maintaining important relationships with consumers. Independent scholars in this seminar course focus on B2B marketing techniques, strategies, customer acquisition, and relationship building. They explore the theory and conceptual challenges facing today’s B2B marketing manager. Primarily, independent scholars learn aspects of online promotion and advertising, communications strategies to promote online initiatives, and creative ways of developing the B2B channel. They fine-tune critical-thinking skills by formulating an original research topic and discussing it with peers. Independent scholars accomplish course objectives by examining foundational literature and theories, seminal works, and established models in the field of B2B marketing.