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Searching for QSTMK859 returned 1 classes
  • QST MK 859

    Strategic Business Marketing

    Grad Prereq: QST MK 723 or QST MK 724.

    This course focuses on marketing to businesses and organizations rather than to consumers. Marketing to organizations is fundamentally different from marketing to consumers for a myriad of reasons related to customers (e.g., larger customers seeking customized offerings and prices; need for relationship building between suppliers and customers, etc.) and related to the role of marketing within the firm (e.g., greater level of customization of the offerings; need for closer interaction and alignment among marketing and manufacturing/R&D/product development, customer service, etc.). This course will provide students with the frameworks and tools to help develop an appreciation of these and other distinct differences, to understand the approaches used by successful firms in such contexts, and to create and analyze marketing strategy and tactics for marketing to organizations. Using a combination of cases, discussions of specific topics, a simulation, guest speakers, and a project, the course will cover several themes including platform businesses marketing, understanding the organization buying center, creating and capturing value for business customers, communicating the offering benefit stack, and developing and maintaining relationships with other organizations. This course is relevant for students interested in marketing to businesses as well as for those interested in consulting, investment banking, or venture capital settings, which primarily deal with marketing to other organizations.

    [ 3 cr.]

    Offered: Either sem.

Abbreviation Glossary

Abbreviation Name
CAS College of Arts & Sciences
CFA College of Fine Arts
CGS College of General Studies
COM College of Communication
EGS College of Engineering and Graduate School of Arts & Sciences
ENG College of Engineering
EOP Center for English Language & Orientation Programs (CELOP)
GMS Graduate Medical Sciences
GRS Graduate School of Arts & Sciences
HUB BU Hub general education program
KHC Questrom School of Business
LAW School of Law
MED School of Medicine
OTP Officer Training Program
PDP Physical Education Recreation and Dance
QST Questrom School of Business
SAR Sargent College
SDM Henry M. Goldman School of Dental Medicine
SED Wheelock College of Education & Human Development
SHA School of Hospitality Administration
SPH School of Public Health
SSW School of Social Work
STH School of Theology
XRG Cross Registration