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B2B Marketing & Channel Management

Course Code MKTG-301
Lecture hours per week 4
Lab hours per week
Course Availability: Open

Hutt and Speth suggest that "special challenges and opportunities confront the marketer who intends to serve the needs of organizations rather than households. Business-to-Business (B2B) customers represent a lucrative and complex market worthy of separate analysis. Research shows that over half of business school graduates enter firms that complete in business markets."

This course focuses on an examination of business marketing management including:
a) market analysis
b) organizational buying behavior
c) relationship management
d) building strong B2B brands
d) supply chain management
d) social media impacts on B2B
e) channel management
f) and marketing performance metrics

as they relate to formulating marketing strategies and attracting and retaining business customers.

Course Outline MKTG-301.pdf