MSDM 5040

B2B Digital Marketing

Explores major differences in the marketing strategies, procedurally and psychologically, between selling to consumers and selling to businesses that act as consumers in the online environment. The principal course modules address such buy side issues as vendor qualification, conflict resolution, platform design options and specification writing and such sell side issues as buying center psychology, prospecting, qualifying potential buyers, presenting to buying centers, closing the deal and managing ongoing, post-sale relationships. The course will stay up-to-date by utilizing a next generational approach to trends in peer to peer vigilance, content marketing, social media management and digital engagement.

Units: 3.0