Global Business Marketing

This course focuses on the strategic and tactical development of business plans for marketers whose customers include other businesses, the government, and institutions, as opposed to consumers. The course places emphasis on (a) business market processes, strategies and their tactical execution, (b) management of B2B relationships and account management strategies, (c) leveraging of Web 2.0 tools in market strategies and tactics(d) all taking into consideration the implications and opportunities of globalization. Students will learn how succesful companies operate in business networks and how solid long-term partnerships may leverage their position in the market place to deliver better profitability. The development of a comprehensive Web audit and the preparation of a Web marketing plan are the unifying elements of the course

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