MKTG 6750 - Marketing to Organizations

Strategies for customer acquisition and retention in business-to-business (B2B) markets differ significantly from consumer (B2C) markets. Heavy technical content, high levels of service, intricate financial and legal arrangements, and lengthy evaluation cycles often characterize B2B markets. In this course, students will learn how to develop sound marketing strategies and architect marketing systems to identify, engage, nurture, and retain B2B buyers in their complex, multi-channel customer journey. Omnichannel marketing, lead generation/nurturing, and marketing automation are covered.