Business marketing (also called Business-to-Business Marketing or B2B Marketing) encompasses all of the commercial relationships and transactions between organizations (i.e., not consumers), including businesses, non-profits, institutional, and governmental organizations. Business-to-Business Marketing is distinguished by the nature of the market and relationships between organizations, as well as the strategies, tools, and tactics used to serve business markets. Although a surprise to many people, the sales volume represented by Business-to-Business markets is much larger than consumer market's sales volume. This course provides an overview of the major theories, practices, and emerging trends in business marketing. After completing this course, students should be able to understand and solutions for many of the challenges currently facing practitioners, as well as understand and be able to answer many of the unanswered questions posed by the academic literature.

Almost every product or service market - whether for profit, not for profit, institutional, or governmental - includes a significant business-to-business component. To ensure success in business markets, managers must often develop marketing strategies and plans that are as sophisticated and complex as in consumer markets. Oftentimes, business markets require even more sophisticated and complex strategies and plans than consumer markets because there are so many people involved in every transaction and relationship, which, in turn, requires a significant level of innovation to develop plans and intense rigor to ensure successful implementation. This course seeks to provide a thorough understanding of the models, concepts, strategies and trends in business marketing to enable students to contribute to business success today and in the future.