Scribd Logo
Upload

Welcome to Scribd!

  • 5 views

    BIZ MKT - Course Description

    Uploaded by

    99b4dw6tbb

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    BIZ MKT - Course Description

    Uploaded by

    99b4dw6tbb
    5 views1 page

    Original Title

    BIZ MKT | Course Description

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    5 views1 page

    BIZ MKT - Course Description

    Uploaded by

    99b4dw6tbb

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 1

     BIZ MKT S-00 Assignments BIZ MKT | Course Descrip!

    on
    Account

    2023 Spring EC
    Dashboard BIZ MKT | Course Descrip!on
    Home

    Courses Overview Due Mar 8 by 11:59pm Points 0

    Zoom
    Calendar
    Syllabus Objec!ve

    Inbox Business-to-business markets cons!tute about half of the transac!onal value of the US economy (for example, think
    about how many B2B transac!ons happen in the supply chain of a car manufacturer for all the parts before the end
    consumer purchases a car from a dealer). Many of our students end up working in B2B markets. For example, most
    History
    financial transac!ons are B2B transac!ons (think about mergers and acquisi!ons, the much larger share of ins!tu!onal
    investors in mutual and hedge fund markets, venture capital funds, private equity funds). In addi!on, cri!cal divisions of
    many seemingly B2C companies run B2B marke!ng opera!ons (think about how the revenue-genera!ng divisions of
    Temporary
    Facebook or Google are, in fact, B2B opera!ons, selling ads to other businesses either directly or through other
    Course
    Viewing businesses ac!ng as intermediaries). While B2B opera!ons have similari!es with B2C opera!ons, there are also
    fundamental differences (e.g., the decision-making processes involved in procurement decisions for organiza!ons are
    much more complex than individuals' decisions to purchase a good or service for themselves). Nevertheless, most
    Help marke!ng and strategy courses are focused on B2C markets across top US business schools.

    Sales and personal selling suffer from a similar lack of a#en!on in business educa!on. Personal selling is the primary
    form of go-to-market for many companies, especially in B2B markets, with salespeople represen!ng 10% of the US's
    en!re workforce. Each year, US organiza!ons spend more than $800 billion to manage their salesforce (roughly four
    !mes what they spend on adver!sing). Besides employees hired for formal sales posi!ons, the job descrip!on of many
    others either directly or indirectly involves some form of selling. For example, a large part of a CEO's job is selling to
    various stakeholders (ideas and company's vision internally and to investors, and company's unique value proposi!on
    and branding externally to distribu!on partners and customers). Given its importance, it is surprising how many of our
    MBA students graduate without ever taking a course on selling!

    The main objec!ve of this course is to remedy the lack of exposure in our students to B2B marke!ng and sales by
    teaching them (a) the main considera!ons in marke!ng and selling to other businesses (e.g., how to analyze the buyer
    behavior, choose the right go-to-market strategy), (b) the main considera!ons in personal selling and managing a sales
    team (e.g., how to hire effec!ve salespeople and design a compensa!on plan for them), and (c) how to align marke!ng
    and sales strategy with broader corporate strategy.

    Who Should Take This Course?

    Students who think they will be involved in sales func!ons and managing salespeople, that some aspects of their jobs
    will involve selling, or students who will be involved in B2B industries. The course will be par!cularly beneficial for
    students who plan to work in professional services like management consul!ng, most finance-related posi!ons, and
    manufacturing.

    Content

    The course consists of numerous cases, short lectures on selling, and a personal selling workshop. The cases cover
    various industries, from electric ver!cal takeoff and landing machines (eVTOLs, a.k.a. flying cars!) to heavy construc!on
    equipment, enterprise so$ware, and professional services. Below are the main topics that we will cover and examples of
    what is included within each topic:

    1. Business marke!ng: Go-to-Market system, channel development and management, product line management,
    analyzing buying behavior and value proposi!ons
    2. Personal selling and sales force management: personal selling tac!cs, sales force design, sales force compensa!on
    (e.g., using salary, commission, bonus, quota, over-achievement rewards to mo!vate salespeople)
    3. Aligning strategy, marke!ng, and sales in B2B markets: pricing, key account management, novel technologies in B2B
    marke!ng and sales (e.g., IoT and AI)

    Grading

    The grading of this course will be based on class par!cipa!on (50%) and a final exam (50%).

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy